The Jockey Club

Horse Racing

“After much hard work with the fantastic teams at dotcraft and Future Ticketing, The Jockey Club rolled out its new native checkout. And the results were extraordinary: basket conversion rates have soared by over 30%; ‘Quick Pay’ from basket (Apple and Google Pay) has become a hit with a 45% adoption rate among mobile users; and we’ve reduced our average transaction time by an impressive 33 seconds.”

Matthew Wise, Digital Manager

The Jockey Club is the largest racecourse group in Europe and one of the most prestigious in the world. It is home to 14 racecourses in England with over 350 race days throughout the year, hosting iconic horse racing Festivals including The Cheltenham Festival, The Randox Grand National, and The Epsom Derby Festival.

The Jockey Group also owns The Jockey Club Live, which is a live music promoter company, to produce large scale outdoor concerts at major racecourses. Since The Jockey Club Live launched in 2014, it has promoted over 100 concerts with a combined attendance of over 870,000, and was revealed by Music Week as the UK’s 6th largest music promoter.

Challenge

With 15 racetracks in 14 racecourses, The Jockey Club was seeking a centralised system that had the core capability and capacity to handle large attendances on race days and provide a consistent high performance across each racecourse on any given day, whilst also being able to cater for its growing attendances on non-race days for music, conferences and entertainment.

Solution

Future Ticketing’s core ticketing software easily accommodates The Jockey Club’s annual racecourse attendances of circa 2 million and the project included the development of new websites and new brand guidelines for 14 racecourses.

Our API infrastructure provides a centralised ticketing platform that integrates The Jockey Club’s existing valued technology partners. These integrations, which include access control, analytics, apps, CRM, Epos, finance, loyalty and payments, also boost fan racegoer experience and engagement levels. This helps to increase racegoer traction and loyalty, and enhance revenues for venues.

Value-added 

Our next-generation API technology has capacity for unlimited partner integrations, enabling The Jockey Club to build a single customer view and a unified view of its business. Through Future Ticketing’s API calls, The Jockey Club can split orders further by venue, event type (National Hunt or Flat racing; music) and encourage upselling.

The next phase of this project focused on the Jockey Club creating a bespoke checkout and account screen. To encourage additional upselling, there will be an ability to repurchase and prompt repurchases, offer additional discounts and add push notifications directly to customers’ accounts.

Furthermore, the ability to purchase, compare and search for hospitality options will enable customers to filter to their price point or preferred experience when purchasing hospitality. 

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