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A championship-winning basketball team sought to enhance its fan experience and drive revenue growth by evolving its legacy IT systems. The franchise engaged EY to design and develop a suite of digital solutions aimed at maximizing attendance levels and revenue opportunities. The existing customer relationship management (CRM) system was inadequate, risking the delivery of generic messaging to fans that did not align with their interests or buying patterns. To address these challenges, EY implemented a new CRM system integrated with a mobile app, allowing the team to track attendance, merchandise sales, and food and beverage purchases. This integration provided valuable insights into customer behavior, enabling the franchise to adjust pricing strategies to ensure optimal seat occupancy. Additionally, the new system included features that helped fans navigate the arena more efficiently, such as identifying the shortest lines for concessions and restrooms. The implementation of Microsoft Dynamics 365 CRM and Adobe Experience Cloud allowed the franchise to analyze consolidated data across multiple digital platforms. This rich understanding of customer behavior facilitated the execution of automated, multichannel marketing campaigns, delivering targeted messages to fans at the right time and through the right channels. As a result of these enhancements, the basketball team experienced a remarkable 30% increase in ticket sales following the rollout of the new CRM system. Furthermore, the integration of these technologies led to a 50% increase in mobile app merchandise and ticketing revenue within just one season. The improvements not only streamlined the sales process but also enriched the overall fan experience, providing more relevant deals and access to a modernized arena experience.
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