Roughriders pilot loyalty program
Monday March 23, 2015
Our latest case study takes a look at the outcomes of a pilot loyalty program at Saskatchewan Roughriders, one of Canada’s top professional sports brands.
The Roughriders rose from big losses (on and off field) in 2000 to becoming one of Canada’s big success stories in 2013. They ranked number one in attendances (home and away), as well as number one for TV ratings, digital engagement and revenue generation. Their merchandise sales account for an astonishing 66% of the entire league sales.
In terms of their brand, the Roughriders are quite unique in putting the fans up front and centre. Across all pillars of their brand, they make fans the focus and the ‘face’ of their identity, instead of the more commonly used player images.
During the 2014 season, the club ran a pilot loyalty program with the aim of rewarding loyal fans and providing an extra layer to their CRM and marketing efforts.
The main objective is to turn anonymous followers into loyal fans through a process of engagements and brand expenditures. Whatever level of supporter (Season Ticket Holder, Event Attendee, Share Holder or Rider Store Customer), the club were looking to deliver ‘memorable experiences’ to the fans and increased revenues to the club and its sponsors.
The club sees loyalty as a natural extension to their CRM philosophy and wanted to test their new approach using a pilot program.
The pilot was a success and the Roughriders are looking on towards the 2015 season where they will widen the program across their fan base.
During the pilot, 35% of fans were using the online portal to track their points, with 18% checking back multiple times per week. Of the fans completing the survey following the pilot program, 93% said that they liked weekly email account updates.
17% of participants redeemed points for a reward and 11% used their card to collect points in the retail store.
How the club felt it went
The club were pleased with how the pilot went and Manager of CRM and IT, Ricardo Del Cid said;
“We’re happy with the results we have seen from our CRM activities and now the loyalty pilot.
“We chose Green 4 Solutions for our CRM and loyalty platform and have leveraged their experience with sport organizations and leisure companies from all over the world.
“It has allowed us to bring CRM in house and launch a loyalty program for our fans. Green 4 have been very attentive and we’re continuing to work with their team in order to help reward our fans, give value to our sponsors and increase our commercial revenues.”