In Focus: PTI Digital - Digital-Led Transformation

Norwich City continues its digital-led business transformation with mobile-first fan engagement and business-wide connectivity.



In the pre-Covid days of 2019, Norwich City recognised they were not even on the curve – let alone ahead of it – in terms of data and digital strategy and capabilities. While the 19/20 season may not have gone as desired on the field, the club remained ambitious, committed to developing a culture of continuous improvement and building a future-ready club infrastructure.


Ben Kensell, Chief Operating Officer at the club, explains: “We recognised we’d slipped behind. Our processes were outdated, our platforms legacy and our thinking siloed. We aren’t the first club, nor will we be the last, to fall into that trap. Technology is moving so fast that you take your eye off the ball for a moment and you are behind the curve.”


Norwich City appointed PTI Digital in mid-2019 to develop a comprehensive digital-led business transformation strategy, enabling the Canaries more effectively to engage audiences, acquire and reinvest data insight into the strategy and create opportunities for a year-round-driven revenue rather than focusing solely on matchdays.


“To build a ‘future-ready’ infrastructure you need to have the right team,” Kensell continues. ”PTI Digital were a clear stand-out in this space for both their expertise and their approach – helping us understand the technology requirements such as connectivity and how to get the foundations right, before building a data and digital strategy and supporting in delivering the commercial strategy to justify the investment.”


The whole-club transformation includes a new mobile app, official club website, data solution for an integrated single customer view, ticketing platform, and enhanced business intelligence capabilities for internal stakeholders, all underpinned by enterprise connectivity at Carrow Road – the key to unlocking the future of fan experience.


“Technology is moving so fast that you take your eye off the ball for a moment and you are behind the curve”


The club is now working towards delivering the first phase in summer 2021, consisting of a brand-new website, a mobile-first fan engagement platform and business-wide connectivity. In-stadium wi-fi connectivity will be ready for the new season.


“When PTI came on board, they took us through a detailed analysis of the marketplace to identify the right solutions to deliver our vision including InCrowd who will provide our fans with the very best experiences, SkyFii who will provide the Captive Portal and Aruba, a Hewlett Packard Enterprise company, who will deploy in-stadium wi-fi connectivity,” explains Kensell.


The installation and deployment of stadium-wide wi-fi is a significant step forward in supporting key strategic aims, both from fan engagement and commercial perspectives.


Connecting with all visitors is a crucial goal for the club: being able to have a single view of each visitor is necessary to delivering a first-class experience, as well as a powerful tool for bringing in commercial partners and continued strategy development.


“With PTI Digital and our project partners, we look forward to giving all our supporters and guests to the venue outside of matchdays the very best experience”


PTI Digital worked with Norwich City to identify the correct vendor through a rigorous tender process, matching the club’s needs, budget requirements and outcomes with the right vendor, with Aruba successful. From a technical perspective, Aruba has a demonstrable track record of delivering high-density w-fi into stadia, including powering the new Tottenham Stadium.


Kensell added: “Connectivity is key for the club. To ensure we can engage with fans, and fans can engage with the club and sponsors while at Carrow Road, we need to ensure connectivity and putting in suitable wi-fi is the most sensible solution. Delivering fan-based wi-fi is absolutely critical to the overall success of our digital transformation and Aruba are the ideal fit.


“Deploying this now allows us to work towards welcoming fans back safely and maximising our digital investment. Despite the current uncertain landscape, we are pushing forward with the project to ensure we are on the front foot when fans can return.”


With stadium connectivity, fans and other visitors will be able to use their mobiles on a matchday for everything from digital tickets, safe arrival and exit, ordering food and drinks for collection or to their seat and up-to-the-minute team news, player information and other club content.


Kensell concluded: “The world has become increasingly digital and at a pace. Our ambition is to become best in class by virtue of the transformation project that we are currently embarking on. With PTI Digital and our project partners, we look forward to giving all our supporters and guests to the venue outside of matchdays the very best experience.”


Contact: PTI Digital 

T: 0333 012 9065,

E: info@ptidigitalgroup.com

W: www.ptidigitalgroup.com