West Ham Utd hammers out deal with Fresh Relevance

West Ham United FC will be hoping to return to winning ways on the pitch after last weekend’s 3-1 drubbing by Premiership champions Manchester City but off the pitch the team is already gearing up for a winning streak by implementing a new tailored fan experience.

The club has selected Fresh Relevance – which was recently bought by Dotmailer in a £25m deal – to power personalisation efforts across its online marketing.

The commerce-driven platform is designed to deliver revenue-boosting cross-channel experiences with ease, no technical expertise needed.

The appointment follows last year’s deal with insight-led customer experience specialist Mapp, which has seen the club implement the Mapp Cloud solution.

With complex use cases around segmentation, Mapp has been supporting West Ham Utd to link its main information website and ecommerce shop to ensure it has a unified supporter view across all of them.

By doing so, the club claims it can ensure all supporters receive hyper-personalised communications from the right channel, at the right time.

By working with both Fresh Relevance and Mapp, it is hoped that the Hammers will be able to engage not only its long-time loyal fanbase, but also those who are just starting to support the club.

West Ham Utd joins more than 350 clients at Fresh Relevance, including Ann Summers, Wowcher, Dreams, Thorntons and Vision Direct.

Fresh Relevance co-founder and chief executive Mike Austin said: “We’re delighted to welcome West Ham United FC to the Fresh Relevance family and are excited to help them provide a more tailored and valuable experience online.”