FSM
Advertising Feature
Is your club missin on revenue?
As a result of using outdated software and technologies It is apparent that many clubs are not
opportunities available to them. Here Stu Francis, CEO at Touchretail talks about when planning a cl what’s required in a modern solution. A club’s retail strategy should be an overall retail strategy
You understand the importance of fan engagement and that to achieve commercial growth, the club must develop its brand, extend its global reach and open up new revenue streams. Your very basic strategy checklist is probably going to look something like this: • Research and select a digital agency • Build an eCommerce channel • Build an information channel for fans to access data
• Build a Fan App Historically this was enough, however,
today’s fans are heavily influenced by, and have
come to expect, the same level of service offered by High Street retailers and internet leaders. A consistent retail experience likened to these is now paramount. The good news is that it’s achievable, affordable and retrofittable.
Deliver a consistent retail experience across all channels
It’s important that a club delivers a consistent retail experience across all channels. Fans interact with their club in many ways and although fans rank as one of the most loyal customer types, they do have expectations, expectations set by today’s High Street
and online retail giants. Fans ideally want to buy direct from their club but if the offer is inconsistent across channels, or the customer service is not up-to-scratch then Amazon and eBay, platforms familiar to the consumer and renowned for deals, steal the sale. Disjointed information can cause confusion
which inevitably delays, or at worst impedes, a successful transaction. We are the ‘now’ generation – we get the information we need about anything at any time, news, movies, facts, all beamed and streamed to a plethora of devices that we carry and interact with on a daily basis. We are also the ‘impatient’
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