With the pace of innovation, they must constantly reinvent themselves to maintain a strong relationship with their supporters inside and outside the stadium. Digitalization offers new opportunities to engage fans through interactive tools, mobile applications, and innovative rewards programs. In addition to boosting the spectator experience, these initiatives allow the collection of valuable data, paving the way for greater personalization.
The case of Clermont Foot 63: engagement and loyalty thanks to Qualifio
Clermont Foot 63, recently in Ligue 1, has risen to the challenge of retaining its supporters despite the constraints linked to the modernization of its stadium. To engage and retain its audience, the club has favored a marketing strategy focused on interactivity and optimization of the relationship with its supporters, relying on Qualifio the first- data collection platform and zero-party via gamification.
The club uses Qualifio to organize competitions during physical events and on social networks, such as quizzes or wheels of fortune. These initiatives helped reach a wider audience, increasing their fan database by 400% during their Ligue 1 season. In 9 months, the club ran 104 campaigns that engaged 20,000 fans with an average opt-in rate of 56%.
Rewards programs and mobile app: building fan loyalty
With stadium capacity limited during the works, Clermont Foot launched a mobile app with a rewards program to keep its fans engaged. The program, which has 2,740 members, rewards fans with points, called golden torix, earned from various interactions: account creation, birthday, regular participation in competitions, newsletter subscription, etc. These points can then be exchanged for unique experiences offered by the club, such as a visit to the locker room or seats on the edge of the field. To facilitate access, the club has also deployed an SSO (single sign-on identification). Users only need to log in once to access the app, the rewards program, and associated campaigns.
This interactive approach, combined with sponsored campaigns and various formats (quizzes, surveys, etc.), has not only helped to retain current supporters, but also to attract new ones, while increasing the visibility of the club's partners.
For football clubs, which often lag behind in this area, this case demonstrates that a well-thought-out digital strategy, supported by a platform like Qualifio, can transform supporter engagement into a lasting and personalized relationship. In the future, the Clermont Foot club intends to continue its efforts and improve its communications through finer segmentation, thus strengthening the link with its supporters while attracting new fans and ultimately sponsors.
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