Football League Championship Club Doncaster Rovers is extending its ticketing function from football to include all rugby league, women’s football, and non-match day activities to maximise the commercial value of these combined audiences by encouraging fans to purchase tickets online.
its use of Advanced Ticketing’s TALENT Sport ticketing commerce platform at its Keepmoat Stadium. The Keepmoat Stadium, the venue for the Doncaster Rovers football club, the Doncaster Rovers rugby league club and the Associated Doncaster Rovers Belles L.F.C., is using TALENT Sport to manage ticketing for all events held at the stadium.
Tracy Bawden, Ticketing Manager at Doncaster Rovers Football Club, explained:
We’re keen to use the new functionality within TALENT so that we realise its full fan engagement potential. The way we promote tickets is very important and encouraging fans to purchase online will allow us to capture more data about their preferences and thereby enable us to make future offers and promotions more relevant and targeted. This has significant commercial value for us as we look to appeal to a wider audience.
Whilst fans benefit from an enhanced purchasing experience online, time spent in the ticket office answering telephone calls and dealing with face-to-face enquiries will be freed up. We want to use this time to deliver new ticketing ideas, using TALENT, to delight existing fans and appeal to new fans. For example, we recently allowed fans to vote for the ticketing offer they wanted for a big match – a ticket promotion with a pie, pint and programme, or a simple deal on the ticket. They voted resoundingly for the promotion and that’s what we offered – it was a sell-out success! We have other plans to appeal to families for example and we will now have the time to implement them.