Ipswich Town's Retail Revolution hits the headlines
fcbusiness speaks to Lee Hyde, director of retail operations at Ipswich Town about the club's recent investment in its online and in-store retail technology platforms.
About Ipswich Town FC
Ipswich Town Football Club; also known as Ipswich, The Blues, Town or The Tractor Boys, is a professional association football club based in Ipswich, Suffolk, England.
Ipswich Town FC can trace its rich history all the way back to 1878 and one that includes a First Division title, an FA Cup and a cherished triumph in the UEFA cup. Currently playing in the Championship, they call home the famous old stadium, Portman Road. With a capacity of just over 30,000 and high average game attendances, the ‘Tractorboys’ and their loyal fans enjoy the plural distinctions of being the largest Suffolk club and never having been beaten at home in any European competition to date.
A football solution uniquely suited to modern retailing
A future-proof fast and efficient football club solution uniquely suited to modern retailing
With an ageing EPoS solution in place, it was essential to bring in a solution uniquely suited to
modern retailing, not only in terms of speed and efficiency but also to ensure any solution had the
capabilities and flexibility to deliver clear operational benefits, now and into the future.
Ipswich Town FC needed a solution that could not only handle its busy retail operation located in the
often busy two-floor ‘Planet Blue’ Superstore, but also a variety of kiosks, stalls and pop-up stores
around the ground during match days and seasonal events.
With the appointment of leading digital sports agency, Reading Room, it was of paramount importance for ITFC to source a sports retail solution provider with a proven track record of integrating with ecommerce platforms. Reading Room, who had previously partnered with Touchretail on other club upgrades, were an obvious choice whilst researching potential solution providers.
The solution implemented at Ipswich Town FC
A platform tailored specifically to handle everything the modern sports environment needs to flourish
Bringing a huge upgrade to their previous legacy system, we introduced an advanced suite of
products for inventory management in the form of our TRIMS platform and complementary
TouchPOS software modules throughout the stadium.
With advanced stock balancing (‘Max/Mins’), including automated stock re-ordering/replenishment
in place, a warehousing and logistics toolset and a comprehensive reporting suite for accurate
business metrics, the client was able to eradicate a huge amount of manually intensive roles whilst
integrating all their reporting into one truly live data solution.
Together with an array of excellent hardware as a foundation; from high-performance EPoS units and accessories to cutting-edge handheld devices for boosting warehousing and logistic performance, the client has an extremely capable and future-proof platform, tailored specifically to handle everything the modern sports environment needs to flourish.
The Touchretail POS software deployed at Ipswich Town was supplied on AURES Yuno terminals. With the SSD hard drives, excellent Bay Trail processor and match day specific POS features such as a Kit Builder for easy customisation of shirt printing, Ipswich Town can process transactions faster streamlining store operations on busy match days.
Touchretail’s TRIMS integration with Reading Room’s Playmaker platform and TeamCard's loyalty points solution, blurs the boundaries between online and offline worlds. The advanced integration between these leading sports platforms automates and simplifies many time consuming processes, keeps stock in sync throughout the entire business and increases fan engagement. Ipswich Town can then capitalise on this through features and functionality, such as replenishment, analytics, fulfilment, loyalty, promotions, alerts and live stock enquiry - functionality only possible through this type of modern integrated real-time infrastructure.
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