Fan engagement through rewards
First and foremost, your new loyalty programme is going to lead to happy fans. They continue making purchases through any of your sales channels as normal, and they are rewarded for their actions. By offering ‘money can’t buy’ rewards for loyalty you will increase the fans’ propensity to engage.
Your fans now have even more of a reason to become highly engaged with the club and will receive more rewards the more they engage.
Automated and ad-hoc marketing communications will allow you to maximise the effectiveness of your loyalty scheme.
Significant improvement in data collection
Business decisions should be based on insight, not instinct. Through encourage fans to collect loyalty points; you will see an improvement in data collection.
The simple introduction of a Loyalty card which identifies the individual through a UID (Unique ID) embedded in a magnetic stripe, barcode or RFID chip. At the point of transaction, the customer need simply enter the details or swipe his card to join the contact details to the purchase transaction; the customer simply swipes or taps his card to adjoin it to the purchase or access transaction. Using this simple method, the organisation has the ability to record every action made by the customer.
This not only rewards the fan by providing them with some points, but ensures that data from all touch points is collected and can be used to analyse trends, allowing you to start to change behaviours.
Do you reward fans for arriving early? A bonus for attending when it’s raining? What if they recommend a friend?
What’s more, fans can log-in online to keep up-to-date with their points tally, as well as redeeming for money can’t buy rewards or participating in an online point’s auction. When signing up to this slick and engaging online experience, you will capture key contact information.
Maximised revenues as spending increases
Through an improved experience for supporters and by using the increased level of insight to effect behaviour, revenue increase will be seen in a number of areas.
After season one after the implementation of Loyalty at Major League Soccer side, Philadelphia Union FC, the club saw a 12% uplift in Season Ticket renewals. However, the level of ROI for the Union didn’t stop there. Fans were rewarded with additional points for early attendance at a game, and as a result there was a $3 (£2) per head increase in match day spend.
Easy to use back-end management
You have full control over your loyalty programme using our easy to use back-end management tool, with its familiar Microsoft look and feel. Set up the rules for point’s calculation in advance, as well as having the ability to quickly amend these rules, or award ad-hoc points at any time.
In addition to the automated point’s calculation rules, you can provide simple loyalty codes that fans can use through the online portal to redeem points. Do you want to restrict an offer to a specific target group? You can still put out one ‘generic’ but easy to remember code, such as ‘I LOVE FOOTBALL’ – but the system will restrict and recognise who can use this code based on your chosen parameters.
Green 4 Loyalty incorporates:
Integration to Access Control/Ticketing to collect supporter transactional data and touch points.
Calculation of points in CRM based on rules such as event attended, time of event attended. Allocate associated points to season cards.
4 Communication module informs customers and supporters of their point's balance or notifications of points awarded.
A portal module to allow card holders to view their transaction history and points balance.
Download Green 4 Loyalty Brochure >
Read a case study on the use of Green 4 Loyalty at Philadelphia Union FC >