With a desire to transform the digital customer journey from start to finish, the league’s 9 clubs have partnered closely with Venue Manager. This has resulted in a number of new initiatives which will improve the overall customer experience for guests, increase revenue and ease administrative processes for the clubs. In “Metal Ligaen”, the concept is called “UNLIMITED” and involves replacing the classic season ticket with a subscription that spectators buy from their favorite club.
The new joint system “UNLIMITED” provides ample opportunity for data collection, which can be used across the league’s clubs to personalize their communication and create the best possible conditions for the optimal experience for the spectators in the arenas. In addition, it has become easier for spectators to access tickets – regardless of where they are going to watch ice hockey.
With the platform from Venue Manager, the clubs in the league can offer their fans tickets, subscriptions, merchandise and catering in one purchase flow. In addition to the fans not having to invest in tickets for the entire season at once, “UNLIMITED” gives fans access to follow their favourite team in other arenas, watch other teams’ matches and watch the national team play ice hockey.
“Venue Manager has a huge and valuable role and share in our great recognition of the Unlimited concept. It is one thing to be able to manage a traditional ticket setup, it’s another to be able to understand and from there set and adjust to handle a concept as innovative and different as Unlimited. Throughout the building process of Unlimited, we have had an interested and enormously competent partner in Venue Manager. Had they not been on board from the start, we simply would not have been able to build something so special and different. So the success we reap together.”
– Thomas Bjuring, Commerciel Manager for “Metal Ligaen”
“Some of our fundamental ambitions and promises to customers are that our solution will generate increased revenue – and that end users will experience a strong and consistent customer journey throughout. So naturally we’re super proud that UNLIMITED has proven to be a huge success in practice across an entire league – and that this prestigious award now puts a big stamp on the solution’s strengths.”
– Jakob Norgaard Mortensen, director at Venue Manager
In addition to the optimized framework for online purchases, the entire user journey for the leagues fans has been upgraded. It has created a ticket revolution with over 25 percent growth in the number of season ticket holders who now buy access through a subscription.
Thomas Bjuring, commercial manager at the Danish Ice Hockey Union and the Metal League, says that all ice hockey clubs have sold significantly more subscriptions leading up to the start of the season than season tickets sold last year. Several clubs have sold more than twice as many as usual, while one club has sold almost three times as many.
25% increase in
season ticket holders
Unique database for the whole league
as well as the individual clubs
One app. One user profile.
Nine clubs
Over the past 5 years, we have seen our customers move from only offering the classic season ticket, which is paid all at once, to moving to instalment season tickets with 2-4 instalments, to now offering subscription season tickets.
This is an exciting development which offers a lot of benefits, the most important of which is probably the automatic renewal for the new season. This retains season ticket holders until they actively unsubscribe, whereas the classic season ticket requires an active option at each season change.
“Metal Ligaen” is a very good example of some who have chosen to switch 100% to subscription-paid season tickets for their fans and they are certainly reaping the rewards to that extent if you look at their growth in the number of season ticket holders.
Venue Managers CMP is the fundamental ticket system behind “Metal Ligaens” webshop as well as all the clubs’ respective webshops. All shops are made in collaboration with “Metal Ligaen”, so that they meet their wishes and needs in terms of appearance and function. They bring together information, merchandise, ticket and subscription sales from all the clubs in “Metal Ligaen”.
With the Venue App, all the clubs are gathered in one app for the entire league. Fans start by selecting their home team, after which they log in to the given club. Once logged in, they can read news, buy tickets and season tickets and see offers from the club. Each fan also has a digital wallet, which contains all their tickets and season tickets, as well as any claimed vouchers and purchased stall sale products.
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