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Online Ticketing Strategy Success For Ipswich Town

Thu 20th Mar 2014 | IT & Technology

Ipswich Town FC has become the first club in the Football League to transfer its ticket office online, enhancing its fans’ purchasing experience and delivering operational efficiencies for the club. 

With the launch of TALENT Sport online, the ticketing commerce platform from Advanced Ticketing, over 60% of fans are now using the Internet to purchase their tickets, an increase from just 5% last season. 

The remainder of tickets are sold through the club’s shop on match day, for which there is a £2.50 transaction charge to incentivise early online purchase. The club charges no booking fee for online ticket purchases. 

The TALENT Sport platform enables fans to purchase home, away and season tickets, choose their preferred seats and buy club merchandise efficiently and easily in a single secure transaction online from their computers.  For the growing number of supporters using mobile devices to purchase their tickets online, Ipswich Town FC will be introducing a mobile-optimised website in August ready for the new season. 

Jonathan Symonds, joint Managing Director of Ipswich Town FC, has championed the initiative to encourage fans to buy online as part of his drive to improve the fans’ rapport with the club and to achieve operational efficiencies. 

“It is my mission to ensure the commercial viability of Ipswich Town FC,” explained Jonathan. “I’ve worked closely with the Advanced team to ensure this initiative delivers value to our fans whilst reducing our cost for every ticket purchased.

“Although some fans initially resisted the change, they have now recognised that it is a commercially responsible strategy and are enjoying the benefits of buying online. It’s quicker, it’s cheaper and their personal details and choices are more accurately recorded.” 

Mark Dewell, Managing Director at Advanced Ticketing, commented, “We believe that Jonathan’s initiatives are pioneering within the football industry. With so many clubs struggling commercially, driving ticket transactions online is a smart move as it reduces the cost of every sale.

“Maximising the supporter profiles within TALENT to make sure offers are targeted and tailored - leading the way with personalised, data driven fan engagement strategies - is another great opportunity to improve profits.

“Fans also benefit from the introduction of initiatives such as early bird promotions, for example, for those loyal fans that purchase in advance.”

Posted by: Aaron Gourley

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