In Focus: Blackburn Benefits From Away Ticketing Technology
Blackburn Rovers used Ticketmaster Sport’s Away Digital Ticketing technology for their Emirates FA Cup clash against Wrexham AFC. Fraser Read, Head of Consumer at the club explains how it was used and its benefits.
You’ve used the Away Digital Ticketing before when you played at Lincoln City. How did you find that experience and how does it differ to using the technology as the home club?
Functionality wise, as the onus is moved to the supporter to manage their own ticket delivery, both home and away experiences have been smooth from a club perspective. It helped to have the knowledge of away digital ticketing before implementation at Ewood Park as we understood what would be expected of us.
What made you want to use Away Digital Ticketing for Rovers v Wrexham specifically?
When first liaising with our counterparts at Wrexham it was clear that due to time and resource constraints, digital ticketing would prove the most efficient way to sell and distribute their 7500 allocation. We were grateful for the cooperation of Wrexham as it saved us both time and resource, as well as being beneficial for the environment with fewer paper tickets used for the match.
What was the process for Wrexham fans to purchase tickets for this fixture?
Wrexham fans were able to purchase a ticket as normal via the Wrexham ticketing site. We wanted the process to be as seamless as possible, so the user experience remained as normal with the delivery method being limited to digital options. Tickets were then sent to the supporter who could then scan their bar code at the turnstile via a compatible mobile device.
How have you found the set-up process for this fixture?
The set-up process was made simple due to the support of Ticketmaster. We followed all the usual steps for releasing tickets for the match but saved a huge amount of time and resource by digitising the ticketing process for the 7500 away fans purchasing tickets.
Were there any issues reported by fans regarding the purchasing journey and delivery of their tickets for the game? If so, what were they and how were they addressed?
We had very few issues both pre-match and on matchday. A handful of supporters were unable to locate their digital tickets within their email, which happens on occasion anyway, and they were simply resent their ticket. Again, a small number of fans had not downloaded their ticket ahead of their arrival which slowed their entry into the stadium, but stewards were on hand to support the process.
What was the feedback like from the internal ticketing teams who usually process the away tickets manually?
Internally, it was a huge help for us to deliver away tickets in this way, especially when the volume of tickets and the demand was so high from the travelling supporters. It save time and allowed us to focus on customer service and selling home tickets for a hugely important tie.
On the evening of the match itself, what was the process like?
We had four ticket office windows open for customer service, with Ticketmaster staff on-site supporting our ticketing team with any queries that arose. Our stewards were all briefed on the processes in place and as supporters arrived at the away end, they were greeted and helped by those at the turnstiles. Once in the stadium, our job was done.
What kind of support did you receive from Ticketmaster?
Ticketmaster supported us through the entire process, which was paramount for such a large number of away fans in such an important Emirates FA Cup match. We discussed the plan from the outset so that both clubs understood their responsibilities in the process, and we had in-person support at Ewood Park all day on matchday to ensure the process was as seamless as possible.
Was there a financial benefit to using Away Digital Ticketing in comparison to your usual away ticketing processes?
The cost and sustainability were two benefits of using the away digital ticketing system. We saved time, money and paper by avoiding issuing physical tickets to supporters which works towards a number of the club’s strategic goals.
What lessons have been learned from utilizing Away Digital Ticketing that could be applied to future games?
We learned how easy the whole process could be! The key takeaways are how we can continue to improve our digital ticketing strategy and enhance the supporter experience when they arrive at Ewood Park and enter the stadium.
How did the use of Away Digital Ticketing contribute to the success of the matchday operations for Blackburn Rovers FC?
The game saw an attendance over 18,000 which for a Monday night cup fixture of that nature was a great result. To be able to facilitate the entry of this volume of fans with the resources available was a great triumph and we saw very few logistical problems around the ground on a night which could have provided many.
How likely would you use Away Digital Ticketing again?
We would definitely work with an opposing club to deliver a digital ticketing option at future matches. The process is efficient for both teams and aligns with our digital strategy. Away Digital Ticketing proved to be an efficient and successful process for us. The support in place throughout the process enabled our internal staff to focus on what they do best whilst giving the supporters an enjoyable and friction-less purchase and entry experience.
For more information about Ticketmaster Away Digital Ticketing and to book a demo, visit: www.ticketmastersport.com/contact
