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Using Technology to Improve Fan Engagement at Birmingham City Football Club

Tue 9th Aug 2016 | Fan Engagement

Birmingham City Football Club have successfully boosted average attendance figures, fan engagement rates and team interactions with a rewards-based program that represents a first of its kind!

With a long-standing reputation for showing fans their appreciation, the ‘Blues Loyalty’ platform provides fans with access to unique experiential opportunities which continues to bring fans closer to the team than ever before...

Season Ticket Holders and ‘Blues Loyalty Members’ earn 10% of points on both tickets and retail. Fans can earn points in a variety of ways, including; buying match tickets, merchandise, providing deeper profile data, attending stadium tours, opening and clicking on club emails, and even checking-in at the stadium and participating at partner locations.

In return, fans gain access to an ‘unmissable’ selection of exclusive discounts, benefits and ‘money-can’t-buy’ experiences with the club.

The Technology…

The portal, which is built by Green 4, is driven by the Club’s CRM system, allowing BCFC to aggregate data from a variety of transactional and interaction based sources, whilst maintaining that all important single customer view.

4Sight Sport & Leisure, a specialist CRM & Data Marketing Agency help BCFC manage their bespoke portal which allows Season Ticket Holders and Blues Loyalty Members to view, track and spend their loyalty points via a mobile friendly website portal.

The Results…

  • Revenue Increase: Built directly in Microsoft Dynamics CRM, BCFC are now able to measure increases in individual fan spend as well as season ticket renewals. Figures show a 500% revenue increase in total Blue’s Loyalty memberships in the past two seasons!
  • Ticket Spend: The average ticket spend per Blue’s Loyalty member has increased by 66%, rising from £70 to £208, from 2014/15 to 2015/16 season.
  • Tickets Purchased: The total number of match day tickets purchased by a Blues Loyalty member increased by 293%, from 2014/15 to 2015/16 season.
  • Loyalty Portal Stats: 14,218 visits, 107,158 page views, 180 seconds average session durations and 72% of all visits recorded from mobile or tablet device for the 2015/16 season.

Download the full study:

For more information or to book a meeting or on-site software demonstration please call +44 (0) 8455 088 149 or email marketing@green4solutions.com

Posted by: Kev Howland 

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