SportsMarketing
Hull City Tiger’s in-house
design team have worked with Green 4 to improve their online supporter
engagement by creating their new supporter focused website.
Tom Rowell, Marketing,
Communications and Ticketing Manager at Hull City Tigers has overseen the full
integration of the club’s website and supporter engagement systems. “Our new
club website combines our ticketing, CRM and digital offering into one
website,” he said.
“It enables supporters to
buy tickets seamlessly whilst browsing news articles, history and academy
details, for example. It also enables supporters to use our new rewards scheme
via competitions and discounts they have earned through their activity with the
club on the same site.
“What it means is that the
entire supporter journey on our website is personalised, which is really
important for us.”
The personalised club
website has been developed by Green 4 Digital, using a tight integration from
the Green 4 Go CRM system. This enables the website to recognise the visitor
and provides a personalised web experience including personalised content for
the supporter.
When an integration is
created between the CRM platform and the website, known data about the
supporter is fed from the CRM system into the website, so that personalised
content for each individual supporter is displayed.
There are many benefits of
a new supporter focused website for Hull, as Tom suggests. “Green 4 have been
our ticketing and CRM partner for some time now, so the step into digital was
the natural progression for our relationship.
“They have the ability to
make our website unique for each supporter using a login function to improve
the user experience, showing their loyalty points, and personalised content
according to their purchase history.”
Green 4 will work with the
club throughout the year on developments and enhancements so that the website
remains progressive in creating a compelling digital journey for their
supporters.
Garry Adamson, Managing
Director at Green 4 notes, “We’re thrilled about the launch of Hull City
Tiger’s website – enabling supporters to have their entire journey on the
website personalised is an innovation which will be a great improvement for
their digital journey.
“We look forward to
continuing to develop the website to further improve the supporter’s
engagement.”
Credit: fcbusiness.co.uk
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