NHL’s Vancouver Canucks and SAP
The National Hockey League’s (NHL) Vancouver Canucks are using SAP Hybris Marketing and SAP Cloud 4 Customer, both powered by in-memory database platform SAP HANA® to provide more personalized experiences to the 3.2 million fans they reach digitally and more than 18,000 attending each NHL game.
The Canucks, who represent the largest hockey market in Western Canada, were seeking a way to create more complete fan profiles and segmentation, which would allow them to tailor fan experiences based on greater personal and demographic insight.
John Graham, Managing Director, SAP Canada said, “Understanding fan sentiment and using that to personalize the experience is not only about making fans happier, but also about helping sales and marketing reach them more meaningfully.”
The Canucks’ SAP implementation includes the following features:
Identifying, defining, and scoring fan segments to enable more intelligent fan marketing and engagement.
Real-time insights into fan propensity to attend games, engage with the organization and renew season tickets.
Marketing and sales activities, such as email deal alerts and reminders based on previous fan engagement, are automated.
Fan insights (e.g. favorite player) enable sales and customer service representatives to have more relevant conversations with fans and create stronger relationships.
Canucks latest sports team to use SAP
Frank Wheeler, Region VP and General Manager for SAP Sports and Entertainment, North America, says, “We are thrilled to have the Vancouver Canucks join SAP as the latest sports team using our Hybris Marketing technology.” “This will provide them with the tools needed to gain better visibility of their fans and drive deeper fan engagement. Other sports organizations such as the San Jose Sharks, the New York Yankees and the NHL league office are also using this technology, and it’s exciting to be helping these innovative organizations run better.”
The Canucks plan to build on their understanding of fan sentiment in the near future, targeting the collection and analysis of more data from social media platforms to determine fan demands and expectations.