Derby County Selects Digonex to Provide Demand Based Pricing for Tickets
Wed 13th Jun 2012 | Marketing & PR
Digonex, a leader in pricing technology, today announced that Derby County Football Club (DCFC) of the npower Football League Championship will be utilizing its demand based pricing services via a partnership with Tickets.com to price single match tickets for the 2012/13 season.
DCFC will utilize Digonex’s Sports and Entertainment Analytical Ticketing System (SEATS™), a robust and proven fan-driven pricing system for event ticketing that scientifically changes prices based upon econometric and behavioral principles.
Ticket prices can move upward or downward on a daily basis based on real-time market conditions such as team performance, rivalries, day of the week and the weather among other factors.
“We are very excited about the positive impact demand based pricing will have on our attendance and our revenue next season.” said John Vicars, VP of Operations for DCFC.
“We are confident that SEATS will help us identify the best price for our tickets allowing us to provide Derby County fans with more price options, flexibility and the best value for their money at Pride Park.
“Ensuring our match tickets are priced appropriately, we believe will entice new fans to Pride Park as well as offering more options to existing supporters whilst re-engaging with those supporters who haven’t been able to attend matches at Pride Park as much as they would have wished in the last few years. As a club we are determined to find new and improved ways to make Pride Park an affordable and friendly place to visit and see demand pricing as a positive step in this direction.”
Digonex sees DCFC as part of a wave of forward-thinking sports teams seizing on demand based pricing as a competitive and strategic opportunity to transform their franchises.
“Recognizing the current challenges of the economy worldwide, we know that demand pricing is the fairest system to create a long-term fan-base,” said Jan Eglen, Ph.D., CEO of Digonex.
“We find that focusing on better pricing helps teams engage fans in a meaningful way. Staying in sync with an ever-changing marketplace is the best way to provide great value to fans while increasing tickets sales.”
The SEATS integration with Tickets.com will allow DCFC to automate the acceptance of price recommendations from Digonex and eliminate the need for time-consuming manual price updates.
“We are happy to work alongside Digonex to provide Derby County with true fan-driven demand pricing capability,” said Derek Palmer, Managing Director / EVP, International for Tickets.com.
“We have worked with the company on similar and successful projects in the US and are pleased to be involved in what will be a landmark first in English football. The Digonex SEATS platform continues to provide us with a high quality, time-saving, technologically advanced solution for our clients.”
Posted by: Kev Howland
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