How to use Fan Cards to boost supporter retention
Fan Cards are one of the most used tools by sports clubs around the world to embed fan registration and subscription data into a single membership card.
This type of card, in Italian football, was created to meet the needs created after the adoption of new rules imposed by a recent Government Directive for the identification of fans of a Club football team or the National football team of Italy.
The card replaced the common subscription ticket, which was issued anonymously, opening the door to new opportunities for Customer Analysis and to build Loyalty of the Fanbase.
What is a Fan Card
Fan Cards are tools used by any sports club, which allow fans to buy and manage their stadium subscription digitally.
A fan becomes a member when he registers on the ticketing site connected to the Club’s Computer systems, even just to buy a single ticket for a match.
Once registered in the system, the fan is assigned to a digital identity, necessary to connect a possible subscription, a ticket for a game or a real plastic card, printed with a unique personal identification code.
Fan Cards are valid for about 5 years and are issued by the Club itself. The main function is to be configured as a ticket to access the stadium, although they can also be used as a real rechargeable credit card.
The cost of cards is usually free of charge for all fans who want to subscribe or who request it within a defined period during the year, while it has a price of simple coverage of the issuing costs for all the fans who decide to subscribe to it at a later date.
Advantages
Relying on Sports Fan Cards as a Loyalty tool is possible. The supporter, at the time of registration, turns into a real customer of the Club, on which can be implemented marketing strategies and targeted communications.
This solution, in fact, allows companies to improve the Customer Value of their Fanbase, granting registered fans an exclusive buying experience, through the formulation of personalized offers.The nature of rechargeable credit card typical of cards of this kind, allows clubs to generate an active balance on their Fan Cards, which can only be spent within their own circuit.
Possibilities offered by Customer Loyalty mechanics, useful to increase the quality and duration of the relationship with their fans, are really endless, although they are not yet exploited to the maximum by sports clubs.
Domec Solution
Domec is the reference point for managing Fan Cards and related data. In this regard, Domec had the pleasure of managing and designing Fan Cards for prestigious sporting clubs.
Taking advantage of the regulatory obligation imposed by Government Directive, in collaboration with Domec, sporting clubs have been able to expand the functionality related to its Fan Card, through the design and implementation of Fan Engagement and Retention programs.
In addition to this, was made available to our partners the patented platform Domec Tools™, designed, among other things, to acquire and manage Cardholders data connected to an innovative customer support system. Payment management was supported by a proprietary technology structure, appropriately integrated with the partner’s online payment systems.
Domec is also concerned with the design, production, printing and distribution of cards, offering Club partners a turnkey service efficient and automated. Through our services, companies have seen a significant increase in the sale of subscriptions, tickets but also merchandising, linked to a increase in the loyalty of fans.
Contact us for the management of your Fan Card Program!