Recognising Leicester Tigers' digital fan engagement achievements using TALENT Sport
Advanced Business Solutions (Advanced) has been announced as a finalist for the Sports Technology Awards 2016. This recognises the proven success of its technology at Leicester Tigers Rugby Club, resulting in Advanced being selected for the best technology for commercial returns category. Leicester Tigers has worked with Advanced since 2008, when it chose TALENT Sport, its ecommerce platform, to handle all its ticketing and online purchasing requirements.
The Sports Technology Awards celebrate the vital role that technology plays in sports. It rewards the most exciting and innovative brands operating in the sports industry and its awards represent an international mark of excellence. Judges are leading, international figures from sport and technology, representing every facet of the industry.
The club has excelled at using the fan data held within TALENT Sport to gain a single view of its supporters and using this insight to deliver an innovative digital engagement strategy. It was also one of the first sports clubs using Advanced’s software to introduce a fully mobile responsive functionality within TALENT Sport, which together has helped to deliver over £1 million in online sales.
Chris Rose, Head of Brand at Leicester Tigers, says, “Our ethos is to give our fans a digital cuddle. To do this, we have used the supporter data held within TALENT Sport to gain insight into each individual fan to create a more personalised and ‘sticky’ experience online when purchasing. We learnt that our rugby fans like to engage on Facebook, Twitter and increasingly Vine, so we use these channels to reach them. In addition, since introducing a mobile responsive service, wherever fans are, on whatever device, they can purchase tickets using TALENT Sport and it intuitively knows their favourite seat, holds payment details and purchasing history to prompt them with relevant offers, ensuring it is easy, quick and simple to buy.”
Mark Dewell, Managing Director at Advanced Business Solutions (Ticketing), says “Becoming a finalist for ‘best technology for commercial returns’ category is testament to our partnership and joint achievements with Leicester Tigers. This is an excellent example of how clubs are using our technology to adapt to the digital era and unlock the commercial value of every fan. Tigers has led the way in maximising the use of social media to understand and drive engagement with their ‘digital fans’, and we’re delighted the club has achieved such value from increased online revenue, whilst delivering a great experience for their fans.”
The winners of the Sports Technology awards will be announced at a ceremony at The Brewery in London on the 15th April.
Figures from 2014/2015