The most popular incentive for information sharing identified by the CAB was the loyalty scheme, a method that has been helping UK horseracing venue operator Jockey Club Racecourses (JCR) understand more about their customers since 2011.
JCR is a shareholder in Rewards4Racing, a loyalty programme that allows racegoers to either register directly or when they first buy an advance ticket online to any meeting at one of its 15 courses. They can then accumulate points when they go racing and when they make further purchases with a range of retailers and partner brands, including:
• 4,000 online retailers linked through an affiliate platform
• 30 high street retailers
• three bookmakers
• five racing partners: Racing UK (the subscription TV channel), the Racing Post newspaper, Crowd Racing (a crowdfunding racehorse ownership platform), The Racegoers Club and the Racehorse Owners Association.
“Wherever a horse racing fan is touched by racing with The Jockey Club or York Racecourse, there is an opportunity for them to join the programme and to collect or spend points. “Every time they transact, there is some form of data to be collected from their activity that enhances our partners’ single customer view.” Josh Apiafi, Co-Founder, Rewards4Racing
Accumulated points can be spent on anything from tickets and memberships to tours and experiences across The Jockey Club’s 15 racecourses – rewards that tick the box identified by Mintel of reducing the cost of attendance. This data also provides The Jockey Club with another layer of customer insight around programme members’ spending patterns and preferences.
The main theme, however, is that points are accumulated as well as spent in racing.
“In terms of points generated, 40 per cent come from racing tickets, 40 per cent through betting and 20 per cent through our retail and racing partners. On a betting front, members can collect points quickly as they receive one per cent of their betting stake back in points.” Josh Apiafi
Alongside money-saving incentives, the programme also encourages members to share more data with JCR through opportunities to go behind the scenes at Jockey Club Estates and get up close to its star personalities, both equine and human.
The incentives, points and otherwise, appear effective: Rewards4Racing has over 900,000 members on its database, having added 340,000 in 2015 alone.
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