The Jockey Club – the largest commercial group in British horseracing which runs Aintree, Epsom and Cheltenham race courses – has overhauled its online customer experience strategy as part of a plan to broaden its appeal.
The organisation enlisted Amaze Realise to deliver end-to-end web strategy, UX, design and build. Working with the existing ticketing platform Audience View, AmazeRealise has streamlined the customer journey for ticketing and provided more opportunities for The Jockey Club to upsell and cross-sell more easily to other relevant events and merchandise.
For existing racing fans, the journey is familiar but enhanced so they can discover more events. There are also focused areas for key stakeholders such as owners and trainers.
The agency chose the Episerver DXC platform, as it allows for improved tailored journeys as well as personalised content. The new site is also able to handle high ticketing volume requests for events like The Grand National.
Jockey Club group sales and marketing director Tom Manners said: “Our overall goal is to get more people going to the races and engaging with The Jockey Club on a more regular basis.
“We wanted to break with category norms and become a highly-regarded experiential brand that appeals to wide-ranging audience. Amaze Realise’s experience in implementing large-scale digital transformation, and its expertise in multi-site platform projects, is a great help to us on this journey.”
Amaze Realise chief client officer Paul Diamond added: “The new website makes The Jockey Club an experiential brand that talks to fans and creates demand for a wider range of events for families, music fans or those simply looking for a great day out.
“We worked closely with The Jockey Club’s marketing team to ensure the new website was shaped around the needs of the customer. The result allows The Jockey Club to showcase all its events through a single platform and provide a seamless purchasing experience.
“The Jockey Club transcends sport into the world of entertainment and we have provided a platform that delivers the flexibility and scalability the organisation needs as it grows.”
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