Case Study
Coventry City Football ClubCashless Stadia.
The Assignment
Coventry City Football Club had a unique challenge with generating revenue from a supporter card and season ticket.
They were tenants of the Ricoh Arena, the caterers were contracted by the Arena and had no direct relationship financial or otherwise with the club and the incumbent card and cashless system provider controlled the relationship with the customer for the cashless element of the card.
The profits from Cashless catering were split three ways Arena / Caterer / Cashless Service Provider. The only area for revenue generation was in club merchandise, which due to the financial data processing going via the Cashless Service provider was less than ideal as ticket sales.
Our Approach
Consulting Smart Ltd was invited by the Head of Marketing and Event Sales to conduct a review of the existing scheme and infrastructure with a view to producing a recommendation report outlining opportunities for revenue growth, cost savings and operational efficiencies whilst remaining within the constraints of the existing contractual agreements. Our Senior Smartcard Consultant and Marketing Director were assigned to conduct site surveys; facilitate discovery sessions with key stakeholders, service providers’ prospective vendors/partners including the Coventry City Council and the local mass transit providers and produce the recommendations report.
In addition, we also produced a strategic deployment roadmap for a future Smartcard and Mobile scheme with an advanced CRM at its heart, that delivered greater and richer customer data from which value-adding and revenue-generating services could be added as part of the strategic development roadmap.
Our Clients Results
The client was surprised and enthused by the level of simplicity in the Operating Model of a multi-application multi-vendor customer-centric scheme. Moreover, they were delighted to learn that even within the current infrastructure and contractual constraints they would still be able to operate a scheme that delivered operational efficiencies, cost savings and revenue generation opportunities. We have received outstanding endorsements from the Client and they have actively promoted our services to other Sports Arenas Football Clubs and Theatres.
Skills & Experience Used
- · Strategic analysis
- · Detailed analysis
- · Gap analysis
- · Systems analysis
- · Commercial awareness
- · Process and Business analysis
- · Stakeholder Management
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