The most popular thing used by football clubs when working with the audience is the fan card, which is either issued with a season ticket or purchased separately and allows the owner to receive all kinds of discounts, bonuses and gifts, and the club to have complete information and feedback from the fan. The idea seems to be simple and understandable, but the implementation of some clubs sometimes reaches such a level that an ordinary trip to the stadium often turns into a whole quest.
Like we have
Perhaps, the simplest system use of the club card is valid in "Locomotive". Anyone can get it, who fills out the questionnaire and sends it to the fan club's email box. The card costs only 200 rubles, but it is issued for unlimited use and involves a set of quite standard privileges. For example, it accumulates discounts on tickets and club shop products, and is also the main pass for various events: open training, meetings with the team and stadium tours.
At "Zenith" the choice of cards of the discount system is more diverse. There are several options: a discount card (issued in Zenit branded stores with a purchase of 100 rubles or more or with a purchase of a ticket at a client office, as well as at the box office of SC Petrovsky on the days of the match), a Premium discount card (issued upon accumulation of 15,000 rubles on a discount card), a Premium club card (combines a subscription to Zenit's home matches and discount card Premium), as well as Gazprombank - FC Zenit MasterCard cards. As for the discount system provided to the holders of subscription cards, in addition to the expected "special prices" for their renewal for the next season, priority access to the quota of away tickets and free admission to the double and Zenit-2 matches, the list of privileges includes such things as 50% discount on the purchase of tickets and season tickets for games of the Zenit basketball team. Or, for example, a certificate for a 30% discount on the purchase of a new season's jersey.
The first of them (Gladiator) is assigned from the very beginning, and you can move to the next levels using status points that are automatically credited to the card, for example, for attending home matches (if you just watched any Spartak game in Tushino, to your account two points will be credited, and if you arrived at the stadium 60 minutes before the start of the match - three). Centurio status (using it, you can, for example, take part in a trip to the base in Tarasovka or in a meeting with football players) will appear immediately after the account has 20 points, while Spartacus offers the most extended bonus package, which includes attaching a nameplate for your seat at the Otkritie-Arena (when their number reaches 30).
When buying tickets or a subscription, the loyalty program also involves the accumulation of denarii, which can be used to pay for subsequent purchases of services and club products. The formula for calculating denarii depends on the status in the loyalty program, as well as the number of exclusive events and opportunities from the club and the stadium. It is known that it will be possible to spend savings and see their amount in your personal account on the official website of the club only from the second part of the Russian Championship of the 2014/15 season, that is, already this spring.
Like in Europe
What is only gaining momentum in Russia has been functioning in European clubs for several years. There is nothing surprising in this, given the difference in the level of public interest in football, as well as the need for football clubs to live within their means and the ability to earn money.
So, for example, in most English teams, several variations of club membership (Membership) have been developed at once, depending on the needs of each fan. AT " Liverpool» There are six of them: from a club for the youngest fans of the club (from 0 to 3 years old), to whom the Merseysiders undertake to send gifts in the form of children's hats and gloves, a primer and photo frames, and ending with a membership club for fans living outside the United Kingdom .
This is not € 170 per year for adults and € 88 for children, who annually transfer "socios" Barcelona", or € 30-60, requested in Madrid " Reale».
Another top club from Manchester decided to go the other way and developed a loyalty program that resembles the one that Spartak has been using for some time now. "Citizens" (the fan club, by the way, is also called that way) also developed a system of accumulative points, but, unlike Spartak's, it is more detailed. The so-called City Points in Manchester City are awarded not only for visiting home games, but also for activity on social networks, as well as purchases in the official store.
By the way, some other features of the red-white loyalty model are similar to the policy of another club - “ Juventus". This, however, is not about accumulative points, but about statuses. In "Spartacus", we recall, there are three of them - Gladiator, Centurio and Spartacus. Juventus has a little more - E-Member, Stadium, International, Premium and J1987. You can guess what is included in each package based on the names. The first level is the simplest, designed to receive the distribution of all kinds of information from the life of the club to electronic devices and access to your personal account. Premium, in turn, implies a full set of privileges, with the exception of, for example, participation in meetings with top managers of Juventus. True, and this pleasure is very well worth it. If the Stadium level will cost you € 15 (with the first two months you will be given access to Premium status for free), then for J1987 you will have to fork out as much as € 130.
We bring to your attention the Loyalty Program of FC Spartak Moscow for the 2019/2020 season.
All cards participate in this season's loyalty program: season tickets 2019/2020, as well as all other cards (including virtual cards and subscriptions of previous seasons) not participating in other Loyalty Programs.
You receive a virtual card automatically upon registration.
You can read more about purchasing a subscription.
Present your card when making purchases in the club's official stores and choose when placing an order in the official online store. Get denarii for goods participating in the Loyalty Program.
Track the number of accumulated points in your personal account ( .
In the club stores at Otkritie Arena, Krasnaya Presnya, 21 and in the store..site online stores, you can purchase merchandise and tickets for home matches with the accumulated denarii.
Show your card and get discounts
In addition, do not forget about which you can read about here.
Key innovations of the 2019/2020 season Loyalty Program
1. Buying a season pass now does not affect your status in the loyalty program. Previously, by purchasing a subscription for 3 or 5 seasons in a row, one could receive the status of "Centurion" or "Spartak", respectively. Now you can increase your status only by attending matches.
2. The percentage of write-offs of denarii for purchases now depends on your status in the Loyalty Program. Status "Recruit" - 20%, "Gladiator" - 30%, "Centurion" - 50%, "Spartak" - 75%.
You can learn more about all the innovations in the section
CRM (Customer Relationship Management) is a comprehensive sales and customer base management system. This system for sports organization takes on the meaning of a fan relationship management system. In addition to the main sports activities, the club, in order to increase the loyalty of existing fans and attract new ones, is interested in providing its customers with modern level service.
Funds
The level of service that a particular sports club is able to offer to its customers is most clearly manifested in the provision of additional services such as: informing about upcoming events, targeted merchandise store offers, co-branded loyalty programs, single identifiers on all club resources, gamification within the community, and much more.
In a modern club, the central communication system is the CRM system, all other systems serve as data sources, through integration with which a single information space is created. As part of the creation of such an information space, the following automated complexes are most often “connected” to the CRM system:
An important decision at the initial stage of automating a sports club is the decision to choose a platform for the successful implementation of all the tasks. It should be noted that when choosing a platform, it is necessary to be guided by a horizon of at least 5 years.
Important criteria for choosing a platform can be:
Football club "RUBIN" (Kazan) began to implement a comprehensive system for managing relations with fans at the end of 2014. Microsoft Dynamics CRM 2015 was chosen as the platform. The main business goal is to ensure high attendance at a modern stadium and a level of service that meets modern standards of the football world, as well as automate the processes of working with club fans using modern automation tools and technologies.
The integrated approach of FC RUBIN included the implementation of not only the Microsoft Dynamics CRM 2015 business application, but also the implementation of a document management solution based on the Microsoft SharePoint platform, as well as the Microsoft Lync business application for organizing communications within the club.
The Microsoft SharePoint platform is a platform whose main task is to organize a convenient and functional document storage and organize workflow. Built with the Microsoft SharePoint platform corporate portal is both an information center and an electronic document repository.
The corporate portal of FC Rubin is integrated with the Fan Relations Management System (CRM). When a new fan appears in the CRM system, a new directory is automatically created on the portal specifically for this fan, and from that moment on, a file of the same name is generated containing both personal data and all documents, contracts, photographs and other information in which the sports club is interested .
This storage allows for a more personalized service to fans, while making it less intrusive to request the necessary data. For example, organizing a mass departure of fans to another country as part of the championship will not require each time to request scanned copies of passports and fill out fan questionnaires, because all these documents are already in the database. You only need to send them to the fan and request confirmation of the relevance of the information available.
In turn, the functionality of the Microsoft Lync software package provides club employees with a more modern communication channel, in particular, it allows users to exchange instant messages in real time, make audio calls, video calls and meetings over the network. Microsoft Lync provides information about employee availability and current ability to participate in discussions. This tool allows you to quickly process incoming requests from both club fans and internal services such as security services.
Goals
By implementing an industrial solution, the club management understands that it initiates an increase in the transparency of business process management, thereby moving away from the domestic sports club management scheme.
It's no secret that most clubs "sit" either on the budget or on sponsorship fees, and questions of self-sufficiency are not raised in principle. However, a new trend should be noted - more and more clubs are setting themselves the task of organizing new cash flows and demonstrating to sponsors at least a minimum income.
In addition to the core business of selling tickets for matches, opportunities have emerged such as online trading in sports merchandise, deductions from loyalty programs, organizing catering within the framework of loyalty programs or club cards, sale of virtual attributes within the framework of gamification.
Internet commerce becomes a significant source of income in the case of a targeted approach to offers, i.e. offer potentially interesting products at the right time, to the right people. An example is a brilliant case of one of the European clubs: on the eve of the match day, a mailing was carried out with an offer to purchase hats, scarves and umbrellas with the club's branding as part of one package with a big discount, delivery was included in the offer. Given the significance of the match and bad prognosis weather, the majority of regular fans took advantage of the offer. Thus, the club sold the rest of the paraphernalia at the end of the season and raised the level of fan loyalty.
Loyalty programs allow the club to secure a stable income at minimal cost. The scheme for organizing loyalty programs is simple: it is necessary to conclude a sponsorship agreement with an enterprise of any kind, for example, a cafe or a sports store, in which fans holding club cards will be provided with a symbolic discount. A percentage of this discount will be sponsored. The only thing that is required from the club is to periodically organize mass visits to partner institutions.
Catering is an opportunity to earn money before and during the match. For owners of their own stadium, the process is similar to renting premises, and for clubs that rent sports grounds, there is always the opportunity to organize a tent city, if not on the territory of the stadium, then in the immediate vicinity and call it a big name, for example: Our team has lunch here!
Gamification requires a significant investment in the first stage, but guarantees a significant cash flow with the proper level of support for this scheme. Principle: on the website of the sports club there is a fan's personal account, where he can create his own character, player or an entire team and earn virtual bonus points by filling out questionnaires, taking surveys and competing with other members of the community. You can connect a loyalty program to this scheme and combine club card accounts and personal account in Game. Further, fans are given the opportunity to spend earned points on virtual or real merchandise, in addition, there is always the opportunity to purchase virtual points for real money. It is important to remember: it is the club that decides what exchange rate is today real currency to virtual.
Summarizing the above, I would like to note that each club independently chooses the scale of automation, based on the requirements of the owners and the capabilities of the club itself.
Returning to the case of implementing a CRM system in the RUBIN football club, it is worth noting the scope of functionality of the developed solution:
The club plans to develop a partner network, automate accommodation management processes, organize a contact center to support fans and implement a BI solution.
Expert: Dmitry Demidov, director of the CRM department at NORBIT
The first purchase of a new user in your store is important, but if you want to achieve maximum results, you should think about how to motivate him to buy again and again. Loyalty programs help companies with this. If your business doesn't already have them, it's time to implement them.
In this article, I will tell you what the meaning of loyalty programs is, list the pros and cons of each of them, and give examples of their use. If you find it difficult to decide on the choice of a loyalty program, the article will help you figure it out.
A loyalty program is a relationship between your brand and customers. You offer exclusive products, promotions, bonuses - in return, users make new purchases and increase brand loyalty.
It is very important to choose the right program that will meet your requirements and goals.
If the loyalty program is based solely on discounts, then in this way the company will attract "freeloaders" and will not be interested in the solvent segment of the base. The result from the introduction of such a program will most likely be negative: the company will spend money on attracting customers who will buy cheap goods or wait for the next discounts.
Our task is to attract the right audience and build long-term mutually beneficial relationships with it.
This is the most common form of loyalty program. Members receive points for purchases, accumulate them and exchange them for a discount.
Earn points for the client not only for the money spent in your store. For example, if it is important for you to attract new customers, earn points for reposting or subscribing on social networks, for leaving a review on the site about the store, etc.
AliExpress Loyalty Program
Customers should not only make regular purchases, but also work on recognizing your brand.
Points benefits:
Cons points:
Some of the best loyalty programs are presented in the field of tourism,
such as the Marriott hotel chain. It offers 750 points for every night of stay from the third.
Tutu.ru awards bonus points for buying tickets, completing tasks, and other activities. The more purchases, the less the customer pays next time.
Cashback is a part of real money that the company returns to the client's account after the purchase. The balance is displayed in your personal account on the site. The user spends the accumulated cashback in the same store.
This is the most common and easy-to-understand loyalty program for users. It effectively reduces customer churn and increases the average check.
Cashback benefits:
Cons of cashback:
The GAP brand uses a "delayed" cashback. GAP customers receive 5 points for every dollar spent, their goal is to accumulate 500 points. After they receive 5 dollars for purchases. The client can pay with cashback online and offline.
To let users know how many points they have accumulated, the company has created a convenient mobile application.
"Labyrinth" returns up to 10% to the bill for the purchase of books from a special catalog. Money can be used to pay for orders within 60 days.
This tactic is similar to personal points, but more organized.
In such a loyalty program, there are several levels for customers. Each level has its own privileges. The higher it is, the more pleasant the bonuses. The level of the client is determined depending on his participation in the life of the brand and the amount of money spent.
Advantages of a multi-level loyalty program:
Its cons:
The Tvoy Dom online store has four levels of loyalty cards: Malachite, Sapphire, Ruby and Diamond. Maximum privileges at the "Diamond" level: in addition to discounts, the client receives a personal manager and free delivery. To reach this level, you need to spend from a million rubles a year.
The results of the implementation of the loyalty program “Your Home. Jewelry":
In addition to bonus points (10 rubles = 1 point) and other privileges for club card holders, Lokomotiv provides a system of discounts depending on the total amount of customer purchases. The more funds spent, the greater the discount on the next purchase. In the store you can buy not only football tickets, but also paraphernalia, sportswear, souvenirs and much more.
A paid subscription also increases customer loyalty, but is not suitable for all companies. Most often it is used by large retailers in the field of exclusive products and services.
For a monthly or annual fee, the company gives access to special services, services, discounts or other unique opportunities.
The subscription fee is a double-edged sword. On the one hand, you get a loyal and solvent customer base. On the other hand, not all customers are willing to pay for additional services.
As a rule, companies provide free access to accessibility features for a short period of time so that the user can evaluate what they offer to pay for.
Benefits of a paid subscription:
Its cons:
Okko online cinema offers a free trial of the Optimal package for 7 days. It includes unlimited viewing of over 4,000 Full HD movies.
The Yandex.Music service provides free access to music in a web browser. But after subscribing, the user gets high quality sound, no ads, the ability to listen to music through the application and other bonuses.
It is not necessary to give exactly the sixth item, it can be anything in a row: both the third and the tenth ... The essence of such a program is to reward the client for buying a certain amount of goods. As a gift, the client receives another product or service.
Benefits of gifts:
Podruzhka offers to buy three products from NIVEA for the price of two.
For 5 servings of coffee at McDonald's, the client gets another one for free. The action takes place in mobile application and in a cafe.
When implementing a loyalty program, you need to take into account all the problems that the user may encounter: complex mechanics, poor staff awareness, insufficient quantity of goods, etc. Below are 7 tips to help avoid mistakes:
If your loyalty program is difficult to implement or the terms and conditions are difficult to understand, customers are unlikely to participate. Simplicity and transparency of conditions are the key to success.
How easier conditions participation in the loyalty program, the more users you will be interested in. The client does not always have the time and desire to fill out a form of 20 fields or come to the store with a passport. Participation in the loyalty program should be as simple as possible, for example, the client needs to leave the company only an email.
Regular customers are easier to attract to participate in the loyalty program. They are already familiar with the brand and are more likely to be early adopters. Tell them about the conditions of participation using emails, push notifications, SMS, etc.
Test the program on this segment to avoid errors with new clients. You will find out whether the program will interest the audience and how easy it is for them to understand the terms of participation and mechanics.
The user must understand what he gets points for. The simpler the accrual rules, the more willingly he will buy goods for the sake of points.
An example of a LAMODA store
Explain to the customer how to use points for purchases. If it is not clear to him how to buy with points, the loyalty program will seem like a scam to the participant. For example, Pyaterochka clearly explains how to write off accumulated points:
Do not dump on the client all the conditions of the program immediately after launch. At the first stage, announce the basic conditions for participation. Then gradually add new privileges to them. It will be easier for customers to get used to them, and for you - an additional informational occasion.
Automation reduces costs and speeds up all processes. Configure which will notify the subscriber about the transition to a new level. In the personal account of the loyalty program member, automatically add the history of accrual and write-off of points.
Evaluate the loyalty program through the eyes of the customer. A valuable offer will motivate the user to join the program and buy from you more often.
Customers feel if the company is only interested in sales. Therefore, create partnerships with the audience and look for a personal approach to each client.
If you have created a cool and profitable loyalty program, but users do not know about it, consider that there is no loyalty program. It needs to be promoted like any other product of the company, through emails, social networks, websites, offline points, etc. Do not limit yourself to one advertising channel, use several at once.
Let's look at some of the channels in more detail. These tips apply to channels you already have.
The presentation of the material is better adapted to a specific social network. Since the audiences, for example, Instagram and Odnoklassniki are very different.
With the help of the site, you can attract an interested audience. For example, show a user a push notification with loyalty program benefits if they have been on the site for more than N minutes.
Make a noticeable banner in the slider or dedicate an entire section of the site to the loyalty program. For example, the company "Your House" has created a separate website with the terms of the program.
A loyalty program is a tool that should work for the development of a company. To evaluate its benefits, you need to monitor the performance of certain metrics:
The LTV (Lifetime Value) metric shows how much income the client brings to the company for the entire time of interaction with it. The longer he is interested in your brand, the more profit he will bring.
This metric can show how much money customers brought in during the loyalty program.
Basic formula:
LTV = m * a * t
The metric shows how interesting the loyalty program is to customers. If there are many participants, but the program is almost never used, then something needs to be changed in its conditions.
Calculation formula:
User engagement = n / t * 100%
The percentage of points used by members shows how actively they interact with the company as part of the loyalty program.
Calculation formula:
Percentage of points used = s / a * 100%
This metric shows the total number of users lost over a certain period, in our case, during the duration of the loyalty program.
The lower the churn rate, the more effective the loyalty program is. If the coefficient grows, it means that the company did not take into account something during the implementation and an urgent need to audit the loyalty program.
Formula for calculation:
Churn Rate = 100% - (e/s * 100%)
The loyalty program also works to retain old customers. To understand how effectively she does this, we must exclude new customers from the calculations.
Calculation formula:
User retention rate = 100% - ((e - n) / s * 100%)
When implementing a loyalty program in your business, it is very important to take into account all the details: mechanics, conditions of participation, communication channels, etc. Mistakes at any stage of developing and implementing a loyalty program will scare off potential or existing customers.
One of the types of bonuses offered by legal bookmakers are loyalty programs. This is one of the most profitable types of rewards, since, in fact, the client can receive money for the actions that he will do anyway - make bets.
Everything is simple here. To participate in the loyalty programs of a particular betting company, the client will need to give his consent. Usually, bookmakers do not set any exorbitant conditions. Most often, participation in loyalty programs comes down to the following:
In fact, bookmakers do not require anything impossible from the client, just place bets and get bonus points for each bet made, which, depending on the conditions of the loyalty program, can be either instantly or upon reaching a certain amount, exchanged for real money, which can be easily removed.
That's why this species bonuses is considered one of the most profitable betting companies for customers.
The answer to this question lies on the surface. It is important for bookmakers to attract a client, to make him place bets in this bookmaker company for as long as possible. And bonuses, promotions and even loyalty programs are one of the most important levers of influence on the player.
The more a player makes bets in a betting company, the higher the probability that the difference between the amount of deposits and payments from the game account will not be in favor of the client, therefore, the bookmakers will win.
Do not think that the bonuses accrued under the loyalty program will hit the bookmaker's pocket hard. Everything is taken into account and calculated there, and in general, such bonuses are accrued according to a special formula, and in order to earn a million on them, you need to bet on total amount tens or even hundreds of times the amount of the bonus received.
It is better to analyze the principle of loyalty programs of bookmakers on a specific example.
In BC Pari-Match, all customers are invited to take part in the Pari+ promotion. Its essence is as follows. The client needs to register on the bookmaker's website and give his consent to participate in the promotion. Everything, nothing more is needed. Further, for each bet: prematch or live, the client will automatically receive special points, the number of which can be checked in the corresponding section of the personal account. At any time, the player can exchange these points for real money.
To understand how much real money you can get based on the number of bonus points, you need to divide the amount of bonuses by 200.
The principle of the BC Leon loyalty program is almost the same, but there are some differences. Instead of bonuses, the client receives leons for betting: 1 leon = 50 rubles of deposited funds. Bonus points(leons) can be exchanged for real money only after their number is at least 10,000.
The exchange is made at the rate: 1 ruble = 2 leons. That is, having 10,000 leons, they can be exchanged for 5,000 rubles.
You can participate in the promotion at will, but, as practice shows, this is one of the most real types of bonus, if you still bet in Pari-Match or BC Leon, or in another betting company, then why not participate in the promotion , and not earn a few bonus rubles?!
