Tuesday, 20 January 2004 12:00 AM
New technology that will operate an access control, turnstile and customer relationship program will be utilized at Bob Jane Stadium this week when South Melbourne takes on Perth Glory on Australia Day.
The system that has been developed over the past five months will enable the club to improve the access to the ground by all patrons and at the same time allow the club to operate a more sophisticated relationship with its supporters and members. Through this system, the club can implement a customer-relationship management program that will benefit its members, sponsors and general customers.
Chief Executive Officer Mark Patterson identified this opportunity on his arrival at the club and believes that there are enormous marketing opportunities available to South Melbourne.
“The introduction of this technology is part of a process to improve our infrastructure and customer service capabilities, particularly as we strive for inclusion in the revamped National competition next year where the level of professionalism will require us to be equipped with such technology. The technology will also operate in conjunction with the on-line ticketing program that was initiated last year” said Chief Executive Officer Mark Patterson.
The system will be truly tested when South takes on table leader Perth Glory at Bob Jane Stadium this Monday at 6.00pm.
“We have tested the access control system over recent weeks to record all member entries and we are ready to expand this system to include all match day and corporate ticketing as from this week’s big match against Perth Glory” Mr. Patterson said.
“The benefits will accrue to all our stakeholders as we begin to better understand the needs of our customers and at the same time be in a position to accurately monitor crowds and revenue. In addition we will also be investigating marketing activities such as loyalty programs for our merchandising and social venue operations” said Patterson.
The club commissioned the services of BEC Systems a company that specializes in access control and database software systems. BEC developed the software and installed the specially designed turnstile apparatus that has enabled the club to meet its specific objectives. “We have been delighted to assist South Melbourne in the development of the system and believe it will enable the club to achieve excellent results in crowd monitoring and control as well as recording valuable marketing data”, said BEC Managing Director Jeff Ottery.
The system has been powered through the generous support provided by Daytec Australia.
An added benefit will be that all hirers of the stadium will have the confidence that the access system is of the latest technological standards and will provide them with excellent customer data and access controls.