Smart - What's So Smart About what?
Many managers of stadiums and clubs are investigating technologies such as smart cards, multi-application smart, cashless payment, Near Field Communications (NFC), and short message service (SMS) to provide a better experience client, generate additional revenue and provide cost savings. Sector stages can use any combination of smart technologies to provide a more enjoyable experience for customers, including easy access to the event, ticket purchase convenient, less waiting in the stadium - which also provide opportunities to generate additional revenue for the club. On the surface, this sounds time-saving technologies as the way forward, and even the opinion of an increasing number of early adopters is that they are. However, it is important to understand that the clubs and their customers will not receive the maximum benefits of these technologies without a holistic approach to managing the underlying client relationship management (CRM) within the organization. Some stadiums have already deployed smartcards disposable, some have tested dual-use maps and one or two small trials NFC. However, most do not go beyond using smart cards for season tickets, with access to the stadium only. They are, therefore, overlook the many benefits that could be achieved if they adopted a fully integrated chip technology and is connected by an existing CRM system. CRM is not necessarily required for a system of smart technology to offer many benefits to customers. However, if the club is to realize the benefits plan around products increased, then a fully integrated CRM is essential. A fully integrated CRM that is planned and implemented and can help managers of stadiums to ensure security of the stadium and the safety of customers. It will also provide clubs with information that can be used to develop an overall marketing strategy. Benefits for the client and the club put up a multi-application smart technology system card management (CMS) that interfaces directly with the CRM gives customers access to a number of functions via a map single chip or mobile phone. These functions can include access to the stadium, cashless payment, service information and news from the club in the stadium and other venues (such as train stations and shopping centers), the purchase of tickets smart posters (which can still be positioned in both the stadium and other locations), e-ID and e-booking. In addition to improving the customer experience, the benefits for the club may include information for better marketing campaigns more targeted marketing, efficiency in back office processing, increase revenue, reduce costs (including including savings on tickets and merchandise), increasing attendance and helping to solve the "challenge at half time" to serve all customers. Marketing Opportunities There is simply not possible to develop a truly comprehensive approach to customer-centric marketing a system without chip technology. Until all interactions with the customer has a club are stored in a central repository for analysis, the full picture is not included. For example, if a club knows that a client has bought a child's shirt, he is able to offer products for children associated with a reduced rate or experience a family oriented day. If a commuter downloads a fixture of one non-chip integrated into a station, but did not purchase the item, a club can offer them a discount on a day ticket for the next home game or a device that is known to have a small presence. If one knows that the customer has an NFC phone, it is possible to promote the launch day for them. Delivering the promotion via SMS with a "bring a friend" offer, and it can be transferred to a friend or family member via NFC. Add to that an offer on a mobile NFC club mark the club shop or the website, which can generate more revenue. If a season ticket holder missed a game or a number of games the club could then use this information in future communications to customers - alerting them to a different package ticket that meets their needs, ensuring the In support of a client who was potentially considering leaving, and improving customer relations. Community Initiatives links with activities beyond the stadium turnstiles long ambition of many clubs. Activities such as promoting healthy eating in schools, already a key objective for some clubs, and alignment with local transport are particularly attractive to clubs in the planning of new city outside the stadium. Not only do such initiatives demonstrate the social conscience of the club, they also promote healthy living and green programs. The most impressive thing about the adoption of the use of a smart card operated by a third party, that other organizations are promoting the club and its activities. Under the British government national project "Building Schools for the Future" Many schools already have or are implementing smart card systems for access, registration and cashless catering. Once even a single smart card exists within a school, it is easy to understand a system of rewards for participation, merit, healthy eating and so on which can be stored at school and rewarded by the club, for example with a stadium tour, or the chance to meet a player or a manager for the day. The Department of Transportation National Transport Strategy ticket issued eight million cards by all local authorities in the United Kingdom for free travel on local buses. Therefore, the underlying infrastructure is compatible with a system chip technology stages, linking with local transport is also technically simple and has already been examined by at least two clubs in the English Football League. The income gains cashable benefits available from a scheme of intelligent technology in a stadium environment can be better understood by looking at the example of the customer experience in their interaction with an integrated CRM system. First, the customer would need to record the various bits of information with the regime supporters club card and select the specific services such as NFC, SMS, etc.. On match day, they could receive an SMS informing them of an offer early bird at the stadium. The SMS may also include travel information. Once inside the stadium, the client can access the car park, pay for parking and access to the stadium via a smart card or NFC mobile phone, eliminating the need to produce paper tickets. Once the client is in the stadium, they could be alerted by a reduction in the shop of the stadium by means of a smart poster or SMS message. The same message could be targeted to specific customer - for example, wishing them a happy birthday and offer a free drink at a kiosk stage. Ricoh Arena This example may seem futuristic to some, but in fact the technology exists today and most clubs are deprived of significant benefits. For example, Daniel Gidney, chief executive of the Ricoh Arena (home of Coventry City Football Club) explained to delegates stages of design and technology 2008 how, by the mere introduction of cashless payment, the average transaction time fell by more than a minute to between 20-30 seconds. In May 2009 reinforced this Gidney with reference to the restoration newsstand sales. "The biggest change has been increased penetration - which is the number of transactions as a percentage of the retail audience - from 45% to 55% This in itself represents an average increase during the season of year to year, from 22% .. Our current match record is 63%, "he said. "We are now targeting an increase in the average of 55% to 60%. Our record "over the head" was £ 2.67 for the cup final Chelsea, where the average is normally £ 2.10 £ 2.20. Thus, the key to all this is a considerable increase in the teeth of a recession, people who buy at the kiosk. This gave us a double advantage of increased trading and sales, and a happy fan who does not have to queue for so long. "Suppose that an element of this average increase is happening due to better transactional data base. However, if the targeted marketing encouraged the customers to spend just over £ 2 per match, on all merchandise, the annual turnover of a football club first division should increase by £ 780 000, if, average 20,000 customers have attended every home league game. This figure increases to league clubs and the League (such as clubs these levels play more games in the league) and also when cup home matches are considered. The use of smart card schemes in the environment of simple stages has increased over the last two years. Although significant income generating opportunities exist, some clubs are adopting chip technology are justifying the investment on the need to improve the customer experience. "The main objective is to reward the fans," said Michael Jones, Watford Football Club, when asked about the smart technologies and fully integrated CRM systems. In short, smart technologies are interconnected by a fully integrated CRM allow clubs to increase revenue, reduce overall operating costs and improve the customer experience. Although it has been historically difficult for clubs to integrate their systems, technological solutions and expertise are now available to help them navigate the channels of the chip technology and enable them to take maximum advantage for themselves and their clients plan to chip technology integrated with the club's CRM system.
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