The Ascot App, for a raceday experience like no other
Acquiring customer data has always been a challenge for Ascot Racecourse due to the fact that tickets are often purchased as part of a group booking, meaning that on average they only capture information on 1 in 6 event attendees.
Rawnet’s brief was to provide race-goers with an essential reason to engage personally with Ascot Racecourse, ensuring customers' data was retained for future marketing opportunities while providing visitors with a meaningful reward for parting with their personal details.
How do you reimagine one of Britain’s most prestigious events to incorporate meaningful technology engagement while ensuring it is valuable to all social tiers of visitor?
Ascot Racecourse provides the World’s finest race day experience, attracting visitors from all across the globe for their flagship events. In Royal Ascot week alone over 300,000 people, from all walks of life, pour through the turnstiles to enjoy everything that this prestigious racecourse has to offer.
Providing a thrilling and memorable day out for such a large volume of people comes with an incredible number of challenges. Rawnet was asked to provide a layer of technology-based expertise to ensure that all customers received an experience like no other and keep Ascot Racecourse ahead of the chasing pack.
Commercial Advancement at the Heart
As our logo suggests, at the heart of every project we undertake is the drive to push Commercial Advancement. We don’t do stand-alone campaigns. We don’t create short-lived or short-sighted strategies, we’re here to work with you on your organisation’s journey.
A native mobile app moulded around Ascot's current CMS, CRM and databases. Native IOS and Android apps seamlessly integrated with existing hospitality, content and booking APIs.
Though designed with the customer in mind, the solution also allowed efficiencies to be gained for internal operations and catering teams.
In addition to gaining more insight into numbers, Ascot's sales and marketing teams are armed with in-depth customer insights. The teams are leveraging the new insights to evolve their processes and utilising the data to aid new revenue streams
Phase one features
Users are able to find their way around the iconic venue with the interactive map and easily find bars, restaurants and facilities.