Member Article

Beverley Racecourse upgrades with investment in ecommerce platform

Beverley Racecourse has chosen TALENT Sport, the ecommerce platform from Cheshire-based Advanced Ticketing (Advanced), to handle its ticketing and customer relationship management operations.

The independent Yorkshire racecourse aims to gain a better insight and analysis of its customer database in order to implement a more targeted online sales and marketing strategy.

The system goes live at the racecourse in March 2015 in time for the start of the flat racing season.

Chief executive of Beverley Racecourse Sally Iggulden says, “The appointment of Advanced Ticketing is our latest investment in improving the racecourse and overall customer journey for the thousands of racegoers who visit Beverley every year.

“We were impressed with TALENT Sport’s foothold in the racing market, with key players such as Chester and Goodwood as clients.

“TALENT Sport will allow us to capture key customer data that will inform and shape our marketing campaigns. We will now be able to deliver the right message to the right people, delivering a personalised and tailored online experience.

“The intelligence gathered will open new doors for us in terms of the opportunity to cross-sell and up-sell to existing racegoers. For example, we will be looking at how we turn a premier enclosure badge holder into a corporate hospitality customer.”

Mark Dewell, managing director of Advanced Ticketing said; “The team at Beverley are very forward thinking and innovative in their approach as an enterprising independent racecourse.

“We really enjoy working with clients who know exactly what they want the system to deliver for them and who overlay the functionality onto their strategic goals. We look forward to a successful partnership with Beverley racecourse.”

This was posted in Bdaily's Members' News section by Clare Burnett .