Town have signed a multi-season contract with TALENT Sport aimed at making the most of the club’s supporter data.
TALENT Sport already work with the club on ticketing with the new contract set to integrate merchandising, non-matchday events, corporate hospitality and an extended loyalty system.
A TALENT Sport press release reads: "Ipswich Town FC has ambitious commercial plans for the club and intends to use TALENT Sport’s connected customer data for enhanced profiling and fan engagement plans.
"Supporters will also benefit from an improved experience online, where anything they want to purchase from the club can be done using a single-shopping basket in one simple transaction.
"For Ipswich Town FC, the ability to integrate all customer purchasing data in one place will allow it to engage with fans in a more tailored and targeted approach by building unique customer profiles.”
Joint-managing director Jonathan Symonds said: "We’re a very data-driven club and having the ability to profile our customers in an intelligent, informed manner is very valuable commercially, especially when you consider the appeal this will have to sponsors.
"The TALENT Sport team’s vision of providing an integrated e-commerce platform that drives transactions across the club’s departments makes sense to us — we want to understand exactly how our supporters behave and use this data to develop very intimate programmes to reward loyalty, incentivise fans to re-engage and drive attendance, whilst making it easy to upsell at every opportunity across the club. We’re very confident this will drive new revenues.”
Mark Dewell, managing director at IRIS Ticketing, added: "It’s exciting to see one of our longest-standing customers extend its use of TALENT Sport across the entire fan experience.
"We are not just a ticketing company — TALENT Sport delivers so much more, from merchandising, events through to hospitality.
"Ticketing will always be at the centre of football clubs’ transactions and drive a key part of their revenues. However, having that single, connected view of the customer gives clubs the ability to interact and engage more effectively with their fans on a unique customer journey.
"We’re delighted to work with Ipswich Town FC across the board, bringing alive our goal to position TALENT Sport as an integrated ticketing e-commerce platform.
"It drives robust, connected transactions whilst giving clubs the data for enhanced fan engagement and ultimately improves their [return on investment] in technology.”