Premiership football club

The outcome:

By analysing POS data and working with the operational teams, we increased match day sales volume by over 14% and increased spend per head by 26% through service level improvements and efficiencies.

 

What we did:

Over a period of six months we worked with the client to model guest behaviour through direct observation and analysis of POS revenue data.  Based on timing and product trends we identified opportunities to promote pre- and post-match hospitality, upgrades to premium products and service levels and improvements to speed of service.

Introducing happy hour promotions before and after the game on match days increased revenue through increased sales, without any associated rise in staffing costs.  Introducing premium wine, beer and spirit products achieved higher price points but raised the experience level and gave guests more choice.  Focusing on speed of service, especially during half time, improved the guest experience by reducing queues and raised the transaction rate.

Throughout the process, staff were briefed that changes were introduced to improve service and not specifically to drive revenue.  The key to success was allowing hospitality staff to retain their role providing a premium experience to guests and not turning them into sales people.