James Bridle

Southampton FC signs up to cloud-based e-commerce

The cloud-based system by Advanced supports fan engagement and is able to handle peaks in traffic on Southampton FC’s website

Southampton FC has signed a multi-year agreement for an e-commerce system from IT provider, Advanced, which it hopes will help the football club improve fan engagement.

The cloud-based software, called Talent Sport, will be used to improve the overall fan experience when purchasing tickets online, especially during periods of high demand.

The club’s ambition is to use the software to help it to increase online ticket sales through a fully mobile-responsive site.

Danielle Lewis, head of ticketing and hospitality at Southampton FC, said: “The ticket office is first touchpoint with fans. We want to build a relationship with fans – this does not have to be face-to-face. It is easier to buy a ticket online than visit the stadium or use the phone, so we need to provide a service that is quick and easy as possible.”

The club has a continual process to develop the system in line with its roadmap. Lewis said among the features it hopes to deliver is adding away fixtures to the system and developing the user experience to minimise clicks. She said there are also plans to incorporate other products in to the system.

Southampton FC is also expected to make use of Advanced’s buy-back system, which allows season ticket holders who cannot make a match to release their ticket back to the club. The club will also be able to manage the secure sale of the ticket to another fan, as well as driving value for the season ticket holders.

Lewis said, as a business, Southampton FC is looking at its digital strategy. It will use fan data held in the system to engage with fans online, targeting them with relevant promotions based on their preferences and interests, as well as providing an easier ticket buying process.

All online purchases will be managed through the Talent Sport website, ensuring a fast and secure online experience that allows customers to make multiple purchases in one single transaction, on a range of devices.

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