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Sports Alliance retained to deliver award winning PURL package at QPR

Mon 31st Mar 2014 | Marketing & PR

The ability to deliver unique real time data options means Sports Alliance has been retained to be at the heart of this year’s season ticket campaign for Queens Park Rangers Football Club. 

Last season, Rangers produced record sales with an award-wining Personalised URL (PURL) campaign which was acknowledged as the; ‘Best/Most innovative use of technology in football’ at the annual Football Business Awards in November. The campaign was executed by the club at just over half the cost of previous campaigns and the approach, despite relegation from The Premier League, resulted in an e-commerce conversion rate of over 17% compared to a site average of just over 10%.

Sports Alliance data management software was an integral part of a campaign which used highly personalised and relevant messaging to the QPR database and now the club is ready to implement the same approach.

CRM & Digital Marketing Manager, Jon Davies said: “At QPR, we pride ourselves on being at the sharp end of new technology options and we were delighted with the outcome of the Sports Alliance PURL approach, so it makes perfect sense to have them involved again.” 

The Sports Alliance PURL package offers clubs up-to-the-minute data on supporter purchasing behaviour to maximise the relationship understanding between supporter and club and Managing Director, Anthony Khan said: “Our investment into real time PURLs was vindicated by QPR’s tremendously effective and award winning campaign. Highly personalised communications are an integral part of any modern day customer relationship but the emotional loyalty of football fans is unique and the personalised approach was key to the tremendous success of last year’s campaign. 

“Our ability to tailor a message that is relevant to individual supporters within our real time PURL offering, makes the journey so much easier for fans to navigate. It also means the supporter is more comfortable and confident with their club’s renewal process.”

Davies added: “The Sports Alliance approach to PURLs means the personalised webpages and the communications messages we present, are an accurate reflection of an individual’s commercial relationship with us at any given moment. ‘Real time’ means we can recognise exactly what a supporter wants or importantly, doesn’t want at any point in time. That is an incredibly valuable addition to the process because it delivers confidence and trust into a supporter’s lifelong and emotive association with their club.”

Sports Alliance has also been engaged by Premier League football club Stoke City and Premiership rugby club Saracens to provide a PURL platform for their respective season ticket campaigns. Sports Alliance is also involved in active partnerships with clubs across football, rugby and cricket in the UK and Europe.

Image: Action Images / Jed Leicester Livepic

Posted by: Kev Howland 

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