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manage demand and provide the ever so important customer service that is expected, and at the end of the day, it’s customer service that builds brands.
Delivering continuity is increasingly more important
It’s a modern misconception that a website ng out t capitalising on the vast retail
lub’s digital strategy, not to overlook and no longer just a digital one.
generation – when we decide to buy, what we want should be easily found, checkout should be quick and simple with clear and consistent messages, and we expect to receive delivery on time and as advertised. Mistakes will not be tolerated. The website is a connection to the club’s
fans and when developed correctly a club can reach its fans 24/7. There is no doubt that when it comes to increasing club revenue and fan engagement, huge emphasis should be put into getting the club’s website right. However, focusing entirely on the website, it’s easy to overlook fundamental behind- the-scenes functions that are required to
is far more important than the clubs retail system. The thinking is that a website will bring in sales revenue whereas any till system will allow me to sell my stock at the club. Historically this is probably true, but today having the correct retail infrastructure across the entire club to cope with demand and deliver continuity is increasingly more important if a website is to reach its full potential. At the heart of the retail platform is
the inventory, an accurate inventory is fundamental to providing good customer service. A central hub to maintain products, offers, kit launches and pricing is essential for channel consistency. Without the correct infrastructure in place a club’s offer can appear confusing and disjointed with inaccurate product availability, inconsistent pricing and conflicting messages. The retail system must connect all channels and feed live stock information throughout the club to minimise stock-outs and oversell. Fulfilment can have a massive impact on customer service and failure to establish a solid fulfilment strategy can let down loyal fans all too often. Not only does the retail platform power the website and retail stores, it records invaluable purchase data from all connected channels ready for analysis and marketing. Access to this data and having the ability to feed this directly to a sports marketing agency is also hugely important as part of a modern strategy.
It’s time to replace outdated technologies and services
As a result of using outdated and disparate systems, it is apparent that many clubs are not capitalising on the vast retail opportunities available to them. It is time to review the club’s retail infrastructure. By implementing a modern and connected retail solution, the club can deliver clear and concise
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revenue-increasing retail experiences. The modern professional sports club is
much more than a sports organisation. With a loyal and returning customer base, extensive corporate sponsorship opportunities and access to highly lucrative TV rights deals, today’s clubs are high value, high visibility brands.
It’s no longer a digital strategy
The retail landscape has changed and how fans shop is changing, it’s now increasingly important for clubs to understand that in order to maximise the investment in a website, the correct infrastructure throughout the club is required and a clubs retail strategy should be an overall retail strategy and no longer just a digital one. TRIMS-SRS is the ‘Stadium Retail Solution’
powered by TRIMS, the leading omnichannel platform from Touchretail comprising of tools and services for delivering modernised stadium retail experiences. Find out more at
www.touchretail.co.uk/stadium
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