Client Stories | Vancouver Canucks

NHL Hockey Team

IN A NUTSHELL

SAP hybris Marketing

SAP hybris Cloud for Sales

Creation of “Fan Hub” with data from:

  • Ticketmaster
  • SAP hybris Cloud for Sales
  • Formstack
  • Web Analytics (clickstream)

PROJECT OUTCOME

  • Ability to segment customers by various attributes and run campaigns on these various segments
  • Get one view of the fan to all members of the Canucks organization
  • Have a seamless integration and experience between Digital Marketing group and the Sales organization

The Vancouver Canucks are a professional hockey team based in Vancouver, Canada. They are a member of the National Hockey League (NHL™).

The Canucks have millions of loyal fans across British Columbia, Canada and other parts of the world. Knowing their fans better, providing them a personalized fan experience and ensuring their in-arena experience is exciting and rewarding are all priorities for the Canucks. The Canucks currently engage with their fans across web, social and mobile platforms – specifically via Canucks.com, Ticketmaster.ca, Facebook, Twitter and several other affiliated websites. The ability to track fan behaviour across all these different digital touchpoints, as well as collecting information on how many games a Fan attends is key to engaging the Fan better and delivering a more personalized experience that strengthens the connection between the fan and the Canucks brand.

ECENTA proposed the use of SAP hybris Marketing to be the “Fan data hub” and SAP hybris Cloud for Sales. In the first phase, data from Ticketmaster, SAP Cloud for Sales and Formstack (forms on their branded websites) are brought into hybris marketing. This gives the Canucks key statistics on their most important Fans – the season ticket holders. This allows them to create specific email campaigns based on custom segmentation rules. Based on the response to the email, a lead is created in C4C which is assigned to a Ticket Sales Rep who then contacts the Fan to make further offers, or renew their season membership. The success of the campaign is then measured based on how many leads are converted to “Won” opportunities in C4C.

With ECENTA‘s implementation expertise SAP hybris Marketing and SAP hybris Cloud for Sales the Canucks now have a solid platform to build on their concept of the “Fan Hub”, run campaigns with custom segmentation rules and provide a single overview of the Fan to all members of their organization. The goal is to improve Fan engagement thereby leading to an increase in Ticket Sales.