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Ascot.

A mobile application to enhance the race day experience for one of Britain’s most prestigious events

Ascot Racecourse is famous for its prestigious race day experiences, attracting 600,000 visitors per year. Most of those people book tickets in groups, leaving the racecourse with visibility of only around 1 in 4 attendees.

To remain at the forefront of their industry and compete with other leisure destinations, Ascot wanted to use digital to enhance their race day experience and allow them to capture more data on their visitors.

Key Objectives

  • Capture more customer data to power more personalised experiences.
  • Drive increased return visits to the racecourse.
  • Improve the customer experience before, during and after a race day.
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Digital Strategy

Rawnet strategists worked in partnership with Ascot to discover what users expect from a race day experience and how an app could help to exceed those expectations. We worked backwards from Ascot’s KPIs and objectives, and used that as the basis for the app functionality.

We identified a core set of features for the app that balanced user expectations with business objectives, with value adds that gave attendees compelling reasons to download and register, whilst allowing Ascot to better understand their visitors.

The App

The Ascot Racecourse app allows iOS and Android users to add value to their race day experience before, during and after each race.

Users can see all the runners and riders via the digital race card, view the whole day’s racing, study the form and never miss a race result.

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Interactive
Map

The interactive app helps users find their way around the venue, easily find all the entertainment, facilities, browse menus, bars and restaurants.

Race Day Experience

Users can watch live and pre-race build up and highlights with the Parade Ring live stream.

iBeacons

There are iBeacons positioned around the venue allowing Ascot to track footfall and manage area capacities, as well as enabling customers to view promotions & offers based on their vicinity to restaurants & bars. This has resulted in huge efficiency gains for internal operations & catering teams.

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The results

60,000

Total downloads to date

24,500

Downloads in the first 24 hours

12,500

Registrations to date

The Ascot app represents the first step in providing a digital solution to help our guests to conveniently access timely information to shape their raceday and enhance their overall experience at Ascot

Julie Slot Commercial Director Ascot
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