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Date Posted: 17:35:46 02/11/03 Tue
Author: obviously Intellectactual margins and an increase in speed of service at the point of sale
Subject: Crystal Palace Football Club--pos
In reply to: think it's a beautyThe smart card ticketing and loyalty system was designed and developed by Teamcard 's message, "LondonPoliceMillwall Football Clubsecurity measuresScotland Yard" on 11:06:51 02/11/03 Tue

Case Studies - Stadia & Leisure

Crystal Palace Football Club

When they selected TeamCard at the start of the 2001/02 football season, Crystal Palace Football Club became the first club outside the Premiership to utilize smartcard technology for Season Ticket access to the ground. Furthermore the club set up a membership scheme for non-season ticket holders creating a total cardholder population of around 18,000. It was the clubs intention to use the card to award loyalty points based on products bought and time of purchase in both retail and catering environments.

The club had identified quite a number of issues to address in order to generate additional revenue all of which quite common to most other clubs, a few of those being:

Large Anonymous Customer Base
No Incentive for Supporters to Use Club Facilities
Competition - 12 Pubs 5 Mins Walk from Ground
No Visibility of Individual Client Spend
No Visibility of Supporters Not Using Facilities
High Volume Transactions In Short Periods
Unable to Maximise Potential Customer Spend

With only four months to the start of the season the club began the search for a Point of Sale system, sophisticated enough to manage multiple pricing, promotions, loyalty and detailed reporting. A proven centrally managed networked application was required with complete integration to the Smartcard. The supplier had to be fully experienced with integrated Smartcard technology, flexible and innovative to manage this pioneering concept within the demanding football environment. Having reviewed the potential supplier options the emphatic choice was Counter Solutions.

With only six weeks before kickoff Counter Solutions began the installation of eighty EPoS terminals a mixture of IBM touch screens and the DTEX Membrane terminals all configured to communicate over the network to a dedicated NT Server operating the OutletWise EPoS Management & Reporting software.The sales database was designed and built as part of the implementation process, development between the Smartcard and sales database allowed loyalty points to be awarded seamlessly at the point of purchase.The identified issues were addressed using the OutletWise EPoS Management & Reporting software, identifying client spending patterns and habits, real time analysis of actual margins and an increase in speed of service at the point of sale.During a game in excess of 20,000 supporters are served in very short timeslots.

The results of the system implementation have shown numerous tangible benefits for both the club and supporters alike:

Increased Revenue
Effective Promotions – The Right Targets, The Right Products
Supporters Targeted Via Mail and Internet
Staggered Flow of Customers
Increased Speed of Service
Accurate Financial Reporting
Improved Client Satisfaction
Increased Sense Of Club/Community Identity

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