Fans' wishes in transition: A digitalisation journey with FRISCH AUF! Göppingen

19 January 2022

No question, winning new customers and getting to know them is a lot of fun for us. Because every new club and organiser has its own requirements and challenges. Developing joint projects and goals from these and fulfilling them in the course of the partnership is what drives us. However, we get just as much pleasure from the numerous clients with whom we have been working successfully for many years and with whom we are growing together. Today we would like to present one of these special partnerships in more detail. It shows the development that both we as a company and the club have taken in the last eleven years of cooperation.

Fact-Check:

  • Handball Bundesliga team FRISCH! Auf Göppingen
     
  • Our partnership exists since 2011
     
  • Started with EVENTIM.Tixx in the area of ticketing
     
  • Modular expansion of the partnership by using the products: Tixx-Backoffice, Tixx-Merchandising, Tixx-CRM, Tixx-Campaign and Tixx-SSO

Starting signal for a long-standing cooperation

Since 2011, FRISCH AUF! Göppingen has relied on our SaaS solution EVENTIM.Tixx. At the beginning of the partnership, we were still a pure ticketing provider without an extensive product suite and Göppingen administered the matches of the 1st men's team, which at that time still played in the "TOYOTA Handball Bundesliga", in Tixx. Since the 15/16 season, the organisation of the women's team, which plays in the 2nd Bundesliga, has also been handled by Tixx. 

Everything related to the organisation of ticketing is maintained in the Tixx-Backoffice: From the competition setup, to the configuration of different prices incl. discounts for certain fan groups, to the creation of allotments in order to grant advance purchase rights to certain user groups. 

In addition to booking tickets via the Tixx-backoffice, individual matches and subscription events can be activated for the ticket online shop with a single click.

 

That's what's behind EVENTIM.Tixx:

The name "Tixx" runs through all products and services of our Product Suite. This is modularly structured, so that every association and organiser can individually put together the products that fit their needs. We rely on a Software as a Service (SaaS) solution, i.e. our products are in the cloud. This means that all applications, from the Tixx-Backoffice (ticketing) to the merchandising back office to the Tixx-CRM, can be accessed quickly and at any time via a browser. Central hosting ensures our customers the highest level of data and failure safety and means that all updates are immediately available to every user. 

The frontend of the two e-commerce shops Tixx-Onlineshop (ticketing) and Tixx-Merchandising (fan merchandise) can be individually designed, so that each customer can design the shops in his own style and on the basis of his own corporate identity (= white label). There are various elements for colours, graphics and texts that can be used flexibly.

Buzzword bingo - digitalisation, flexible and individual solutions

The buzzwords digitalisation and dynamic change are frequently heard - and this is also the case in our world. With the result of constantly growing and changing needs in all target groups. We have set ourselves the task of offering a range of services with flexible usage options. 
FRISCH AUF! Göppingen has taken advantage of the continuous development of the online shop by setting up an online shop for guest fans without further ado. Due to hygiene regulations, anonymous hard tickets could not be sent to visiting teams. Therefore, Göppingen decided to serve the guest fans via their own online shop, where only tickets for the guest block were available. This way, the fans could conveniently buy their tickets online and receive their digital ticket by e-mail.

The challenge with season tickets this season was that in some cases several season tickets were held by one customer: Göppingen used the EVENTIM.CheckIn app to digitally record the information on the respective ticket holders in compliance with data protection regulations. EVENTIM.CheckIn is one of the many new offers that we have developed as a result of the new demands in a pandemic.

Modular expansion of the digitisation platform through Tixx-Merchandising

Started as a provider in the ticketing sector, we have continuously expanded our platform over the last few years. An essential part of this development and modularisation is the fanshop Tixx-Merchandising based on Magento 2.

The step taken by FRISCH AUF! Göppingen to use Tixx-Merchandising as a solution for the fanshop in addition to the ticketing software was a great pleasure for us due to the long and successful cooperation. The fanshop was launched in spring last year. Since then, fans have been able to shop for their favourite fan articles in the same look and feel of the ticket shop.

Thanks to the Tixx-Single Sign-On (Tixx-SSO), the fan only needs one login and uses it for both the ticket online shop and the e-commerce fan shop. On the one hand, this pleases the fans, who can use their login for both shops, thus eliminating the need for lengthy account creation.

 

„The unification of our two online shops naturally has positive effects for our fans. At the same time, the fact that all fan, ticketing, campaign management and merchandising data converge in TixxmCRM gives us a great overview of customer activities. On the one hand, every club employee has all the data at their fingertips and on the other hand, campaigns and activities can be planned based on this 360° view of the fan.“

Peter Kühnle, Deputy Managing Director FRISCH AUF! Göppingen

 

360° View and One-Face-to-the-Fan with Tixx-CRM

The Tixx-Connect technology behind the Product Suite enables the bidirectional exchange of data in real time, creating a holistic view of the fan. This data converges in Tixx-CRM, which FRISCH AUF! Göppingen also uses in addition to ticketing and merchandising, thus providing a view of their customer data. The customer relationship management system developed in-house is precisely geared to the needs of sports organisers and forms the basis for target group-specific segmentation and addressing of fans via Tixx-Campaign.

  • Clear presentation of the customer profile incl. purchase history
  • Overview of email marketing activities
  • Reminder and task function

 

FRISCH AUF! Göppingen uses Tixx-Campaign, a campaign management system from our partner CleverReach, primarily for regular newsletters to fans. On the one hand, to inform them about current topics, but also to inspire them to buy tickets or fan articles. In addition to general newsletters, targeted campaigns can be sent to season ticket holders or all ticket buyers of a specific match through the simple segmentation of fan groups. Even simple automations such as birthday mailings or cross- and upselling mailings can be created within a very short time. 

We are delighted that we were able to celebrate our joint 10th anniversary in 2021 and look forward to the next ten years. 😊