Green 4 provide tightly integrated CRM and eCommuncations solutions which offer Sports and Leisure organisations with complete visibility of their customers and supporters, in particular their spending behaviour and patterns.
When integrated with transactional systems such as Ticketing, Merchandising, Venue Access, Food and Beverage and Corporate Sales, it is possible to establish a clearer picture of how a supporter engages with the team or venue.
Do they arrive early with friends and have a beer? Do they always buy the new home kit? Are they a regular visitor or just make the big games?
By accumulating and analysing this data it is possible for the team to be more proactive with its marketing, thus providing the ammunition for highly targeted campaigns based on known spending and attendance behaviour.
Any communications strategy needs to be targeted and clearly understand the needs of the fans. Once patterns of behaviour are understood it is possible to influence additional expenditure by encouraging customers down a path that they are familiar and comfortable with, simply engaging them personally and taking their support to another level.
Without access to personal data marketing campaigns are largely “shooting in the dark”, providing content and making offers that may be entirely irrelevant to the customer. This is where valued information is turned into SPAM and has the opposite effect to that which is desired.
However, it is not always easy to accumulate data from customer transactions. In many environments it is difficult to capture both the customer profile and the transaction details particularly if you book as a party or purchase items whilst in a long queue. In both scenarios it is inappropriate to slow down the process to ask for contact details.
Green 4 Loyalty offers an incentivised mechanism through 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.
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