RFID Boosts Fan Loyalty

Posted by Ken Lynch on Thu, Jan 26, 2012 @ 03:51 PM

Brand LoyaltyBeing a sports fan, I find myself going from one end of the pendulum to the other as far as being totally enamored with my team, to giving up hope and not wanting to hear their name until the next season. But, I will admit I could never change allegiances, no matter how disillusioned I may feel at certain times. 

Even though season tickets and attending sporting events are probably the last thing people would give up in an economy when tightening belts is a way of life, team franchises must still recognize that times are tough and tickets and concessions aren’t cheap. They need to figure out ways to keep fans coming back, especially if they’re not winning. 

Having exhibited technology savvy in the past, the Tampa Bay Lightning has recognized the business benefits of RFID. They have embedded RFID tags in about 10,000 season ticket holder jerseys. Why? To help drive ticket sales and team loyalty.

Season ticket holders will each receive the new team jersey with an RFID tag embedded into it. As the tags are scanned by one of the 250 readers installed into the Quest terminals throughout the arena, at concession stands, and in the retail stores and kiosks, they are offered discounts on food, beverages and team merchandise. And if you’re watching the game on TV, you can bet you’ll see a lot more Lightning jerseys in the crowd. Since embarking on this latest project, the Lightning franchise has seen a noticible increase in demand for season tickets.

We’ve seen this before. In a previous blog post, we experimented with RFID and social networks to build brand loyalty. The results showed so much promise that we feel this combination will soon take off in business. The Boston Celtics have recently used social media to convert Facebook fans into ticket holders. Mark my words, it won’t be long before the Celts see the promise of RFID with social networking to boost ticket sales.

For insight into how others are using RFID to build brand loyalty, download our case study: Building Brand Loyalty and Reach through RFID and Social Media.

Tags: RFID, Sports & Entertainment, Event Management, Hospitality

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