These are heady times for the Columbus Crew. They’re the reigning champions of Major League Soccer and they’re christening a new stadium this weekend — with new traditions and new experiences for a fan base that is known for making its voice heard.
One of the league’s original franchises, the Crew have long been known for being forward-thinking. In 1999, the team was the first in MLS to build a soccer-specific stadium — and now, they’re leaving Historic Crew Stadium for Lower.com Field, which is sure to set a new standard for the sport in America.
The Crew’s culture of innovation on and off the pitch makes them an ideal partner for us and we have been honored to work with them to deliver fan-friendly subscription packages through our custom ticketing tool, TurnStyle®.
In just four weeks using TurnStyle® to streamline its subscription efforts, the Crew saw amazing results:
- More than 6,000 tickets sold, along with 330 full season equivalents.
- A conversion rate of 15%, roughly three times the industry average.
- Accelerated revenue that reached 50% of the team’s goal in 10 days.
TurnStyle® helps teams shorten their marketing funnel by empowering fans to build their own ticket memberships, ranging from just a few games to a full season, with the opportunity to customize every aspect of the experience. Just as Amazon, Uber and Netflix deliver on-demand experiences to their users, TurnStyle® makes it easy for fans to subscribe on their terms.
By adding more matches to their memberships, fans also earn more benefits to enjoy — such as a behind-the-scenes tour of the new stadium. This automated interaction not only encourages more engagement, but it delivers actionable data to the team, so it can make better decisions about building future benefits and offering dynamic pricing.
With user-friendly design and intentional workflow, TurnStyle® also delivers a streamlined ticket-buying experience that keeps fans moving forward quickly through the purchase process, making abandoned carts a thing of the past.
It’s been an honor to work with such an innovative, professional team, and we’ll be rooting the Crew on as they open their new home against New England this weekend. We’re grateful to work with a team with such a focus on honoring their sport and their fans with the best possible experience — making them the perfect partner to help us build the future of ticket sales.
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