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Fervent Fan Focus For Burnley With TALENT Sport

Tue 2nd Jul 2013 | IT & Technology

Championship football club Burnley has committed to a new multi-year contract with TALENT Sport, the proven ticketing commerce platform for the sports industry.

TALENT Sport is already Burnley FC’s chosen ticketing and CRM solution and this latest agreement extends its use to cover purchasing transactions for the club’s merchandising, non-match day events, corporate hospitality as well as an extended loyalty system.

TALENT Sport will be used at the club’s Turf Moor stadium in Lancashire to unlock the commercial value of its fans data and maximise the potential of every revenue stream. By integrating its customer data within the single TALENT data engine, Burnley FC aims to profile and engage with their fans more intimately by delivering a personalised customer journey.

Burnley FC’s commercial strategy is to use TALENT Sport’s rich data analysis features to manage targeted marketing campaigns to drive fan interaction. It will reward loyal fans that move online, given the administration savings this offers the club as well as the unique customer data that is collected with every transaction. Supporters will gain an enhanced experience online; in one single transaction, they can buy everything they want from the club using a single-shopping basket.

John Mathers, head of ticketing and retail at Burnley FC, comments: “We’ve worked closely with the TALENT Sport team to ensure there is a shared vision when it comes to using its integrated platform to deliver the commercial benefits we need to achieve.

“The business of football is to build, reward and extend fan loyalty so that they engage with the club at every level and help increase revenues and club success. We’ve seen how TALENT Sport has powered the ticketing side of our business and the customer insight that those core ticketing transactions offer, helping to increase season ticket holders and memberships for the club.

“We’re convinced that getting fans online and making it easy to purchase all match-day and non match-day activities, integrated in one place with the TALENT Sport data engine, will drive efficiencies and revenues.

“Having that complete picture of the customer will also give us the intelligence to target our fans in more a personalised way, which will unlock a significant commercial opportunity for us.”

“We’re seeing incredible demand from our customers looking to use the data held within TALENT Sport to develop their fan engagement plans for commercial gain,” comments Mark Dewell, managing director at IRIS Ticketing.

“They recognise the value of having control of their own customer information and by extending their use of TALENT Sport beyond ticketing across all stadium transactions, they benefit from an integrated data-rich view of their fan behaviour.

“It’s especially rewarding when loyal and long-standing customers like Burnley FC make a new commitment to work with us and we remain focused on working in partnership with our clubs to ensure we play a strategic part in their ongoing success,”

Posted by: Aaron Gourley

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