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Sports Track SAP Sports & Entertainment Forum Allianz Arena, Munich Mobile Fan Loyalty: We focus on the Fan Matthias Binder, Die Adler Mannheim SAP Sports & Entertainment Forum April 27 2015, Munich, Allianz Arena Agenda Profile of Die Adler Mannheim Challenges in Professional Ice Hockey with regards to fans Fan Engagement as a Solution Mobile Strategy Examples © Die Adler Mannheim 2015 © Die Adler Mannheim 2015 / 3 Profile of Die Adler Mannheim Die Adler Mannheim … 13.000 » Ø 11,300 attendees per home game / Capacity of 13,600 11.000 » approx. 35 home games per season / in the SAP Arena 9.000 » 6,500 season tickets per season 7.000 » 7-time German Ice Hockey Champion 5.000 (1980, 1997, 1998, 1999, 2001, 2007, 2015) 3.000 » season double: Championship & Cup Winners 2006/2007 1.000 » fans and supporters range from 6 years to 80 years 2010/2011 2011/2012 2012/2013 2013/2014 55% male / 45% female . Official average attendance for Adler Mannheim (DEL regular season & playoffs) » founding member of the Champions Hockey League and Source: http://www.del.org/de/statistiken/zuschauer participant in the European Trophy . Official average attendance for DEL (DEL regular season & playoffs) » lead the All-time DEL Ranking Source: http://www.del.org/de/statistiken/zuschauer © Die Adler Mannheim 2015 Challenges in Pro-Ice Hockey – Fans fans – “commercial anonymity” Identifying and understanding fans with a 360°perspective boosting fan loyalty Introduction of the Adler Personalised services, segmented campaigns, etc. Fan App with a mobile customer card Information, “technology leadership” of the SAP Arena social networks, webshops, Fan expectations for technology, IT and innovation individual bonuses fun / games on smartphones / special event experience Added value boosts customer loyalty and satisfaction © Die Adler Mannheim 2015 Challenges in Pro-Ice Hockey – Fans No consistent CRM method to date » no customer master data and no purchase history, except for season ticket-holders » no reference to merchandising and catering purchases or individual ticket purchases » no occasion-specific targeted campaigns for fans (up-/cross-selling) » previous app focused on information, not on B2C- business/interactions no 360° perspective on fans no fan experience poor WiFi infrastructure © Die Adler Mannheim 2015 Challenges in Pro-Ice Hockey – Fans Creating the prerequisites with a WiFi data highway » free WiFi for everyone » coverage of all interior areas of the SAP Arena » available for up to 15,000 users » log-in in German/English with text message authentication » password valid for entire season » automatic reconnection on re-entry » Unitymedia Kabel BW as ISP and operator » highly positive feedback from fans, media, photojournalists etc. » 160 access points with coated directional antennae and ceiling antennae » 2 high-speed internet lines @ 1 GBit/s each, expandable to 10 Gbit/s per glass fiber connection » up to 150 Mbit/s download speed per user free, extensive, fast © Die Adler Mannheim 2015 Fan Involvement as a Solution SAP for Sports & Entertainment is the Fan “Golden Record” answer to our challenge Introduction of a fan app with a Location mobile customer card to boost fan loyalty Individual Preferences Ticketing/ Game Attendance Social Media Purchase History Fundraising/ Donations © Die Adler Mannheim 2015 Mobile Strategy Examples Implementation of the Adler fan app to increase fan involvement » free app (iOS and Android) » productive operation starting August 2015 » information on games, roster, table, statistics » live ticker, social feeds, competitions, promotions » coupon center for collecting points, purchasing coupons, redeeming coupons for merchandising/catering/tickets, details on the purchase history » collection of customer information for promotions, etc. Fan Points Coupons Sales history Mobile customer card for Collecting points via Rewarding loyal customers Receipts can be stored use at the point of sale merchandising, ticketing and redeeming discounts on mobile devices (omni-channel) © Die Adler Mannheim 2015 3 Additional Mobile Strategy Examples SAP Management Dashboard SAP Event Ticketing Vision: Passbook Tickets Webshop © Die Adler Mannheim 2015 Management Summary identify fans understand fans and their consumer behavior provision of a comprehensive fan app based on mobile ice hockey content personalised bonuses/customer card integration of web shops (ticketing & merchandising) mobile fan loyalty with customer satisfaction and increased sales © Die Adler Mannheim 2015 Thank you! © Die Adler Mannheim 2015 .
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