In addition to the new end-to-end hospitality platform, there is now also an after-sales solution for rights holders, which, among other things, is intended to simplify the lives of both VIP guests and clubs with an app. In the past, ticket allotments were often distributed to customers by hand, so that there was no longer any overview of who exactly the tickets went to in the first place and there was therefore no way of generating leads with them.
SPORTFIVE was hence looking for an efficient solution to this problem, which was ultimately found with the provider COMbridge. This new after-sales service also provides an app, and is a modern, sustainable, and digital way to improve the hospitality offering. There are not only numerous advantages for the rights holder, but above all for the guests.
Advantages for guests and rights holders
The VIP ticket as well as the parking and grandstand ticket are all available in the app and no longer need to be saved as files on the cell phone or printed out. In addition, there is practical and helpful information about the match day, the food on offer in the VIP area and the hospitality area - but also a business network through which the various guests can exchange information. At the same time, this network is also a valuable communication channel for the club and offers the opportunity to use guest data for lead generation.
Borussia Dortmund as a pioneer
Once the after-sales platform had been developed, it had to be used in practice - and Borussia Dortmund was the perfect partner. Both the app and the platform were adapted to the club and now meet all requirements and needs.
Just in time for the season opening and after a communicative go-live at the end of July 2022, the new after sales service was put into practice for the first time. At the opening game, there were around 1,000 tickets managed - i.e., sent, received, and used - via the platform. Just one week later at the first Bundesliga home game, 80 percent of tickets and 85 percent of parking tickets were taken up by customers or guests via the platform - the usage rate of the app was 95 percent. The endurance test in practice was a complete success for the new platform. Until the end of the season, a total of more than 80,000 tickets will have been managed with the new After Sales solution, which means around 4,700 tickets per match day.
tickets have been managed with the app so far
of VIP guests used the app at the first match
tickets are managed via the app per match day
What's next for the after sales platform?
"The focus now is on implementing the new end-to-end hospitality platform with its after sales solution at further rights holders and to successfully establish it," says Mario Lucan, Vice President E-Commerce & Hospitality at SPORTFIVE. The cost-benefit calculation definitely works out for the rights holder - and VIP guests can also enjoy their special stadium experience even better.