Scottish Rugby Union is to install Venue Solutions' business intelligence and CRM solution.
VenueView will be used to enable the rugby governing body to increase its £27m turnover as well as helping to drive attendance at national games and attract non-sporting events to its 68,000 capacity Murrayfield stadium.
This new graphical reporting tool will be employed to pull together and analyse sales, financial and marketing data from five disparate databases containing 100,000 entries.
The information will be utilised to identify trends to help create tailored campaigns to boost tickets sales, currently worth £7m, improve sales of merchandise and increase the number of corporate customers.
In terms of sponsorship, the organisation currently attracts representation from organisations including the BBC, the Royal Bank of Scotland and Famous Grouse. It will be using information generated from VenueView to help attract further sponsorship.
For some matches as much as 82 per cent of tickets are sold online and using these CRM tools will start to build better relationships with visitors by sending more targeted communications.
The VenueCast business intelligence software will also connect to Scottish Rugby's ticketing and memberships systems, which run on Synchro Systems Venue Master 2 software.
By improving analysis of customer data, the organisation also hopes to build on the success of recent music concerts held at Murrayfield by artists including Robbie Williams and U2 and attract new artists and fans. They will also use it to cross and up-sell.
It is also planning to use Venue Solutions' CRM software to improve sponsorship and merchandising parts of the business. It will extend the use of the systems to increase ticket sales for the three regional rugby clubs it manages: the Glasgow Warriors, Edinburgh Gunners and the Border Reivers.
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