June 13, 2012
Cardiff City Football Club Engages Digonex to Smart-Price Tickets
Bluebirds Will Use SEATS System to Help Set Ticket Prices at Cardiff City Stadium
Indianapolis, IN. -- Leading pricing software developer, Digonex today announced its Sports & Entertainment Analytical Ticketing System (SEATS), the first fully automated, dynamic pricing system for event ticketing has gained Cardiff City Football Club as a user. The club will make use of SEATS to analyze ticket sales and buying patterns to dynamically set match ticket prices during the 2012/2013 season.
Cardiff City has traditionally used a tiered-pricing structure, which does not always take into account the numerous factors that can affect demand for tickets like their recent successful run in the Carling Cup. SEATS employs a client customizable approach, making use of dozens of parameters to identify the 'sweet spot' where ticket prices follow observed market value and generate maximum economic return for clients while providing fans the best price for tickets. Prices of single home match tickets will fluctuate up and down based on a series of metrics including team performance, league position, opponent, scheduling, and other econometric and behavioral factors.
"We are excited to work with Digonex to offer our supporters a price incentive to come to matches at Cardiff City Stadium," said Alan Whiteley, Chief Executive of Cardiff City Football Club. "Digonex has provided us with a new way to reach out to our fans and continue our commitment to providing them with a top notch spectacle at the best possible prices. While season ticket prices will always remain the most value and best way to support the club, dynamic match pricing is an exciting and emerging trend for football that our club will continue to refine and evaluate over the coming season."
Cardiff City is the second npower Championship team to implement SEATS for its club.
"We've helped several organizations across a variety of sports launch successful programs demonstrating how dynamic pricing can increase both ticket sales and profitability and so far the football clubs response to SEATS has been tremendous," said Jan Eglen, Ph.D., CEO of Digonex. "This is an exciting collaboration for Digonex and for Cardiff City and they are to be commended for their pioneering efforts to bring fan based pricing to their supporters."
Sales of single game match tickets will begin soon for the 2012/13 season and will not affect season ticket holder prices.
Official supporter groups have already backed the initiative in Cardiff, with both the Supporters Club and Supporters Trust recognizing the positives of dynamic pricing.
Howard Morris of Cardiff City Supporters Club said, "We believe that Cardiff City's new dynamic pricing system for match tickets is just the ticket! It will provide value for money to regular and occasional match goers whilst giving assurances to season ticket holders that they will never be disadvantaged on cost.
"It will encourage supporters and families with tight budgets to buy their tickets early at a good price. The cost will also reflect the significance of the game, whether it be a promotion decider or a run of the mill fixture. Importantly it gives our football club the opportunity to optimise their revenue at both high and low profile games. It is a new modern 21st century system and is another step to show our football club is gearing itself up to becoming a Premier League Club."
Supporters Trust Chair, Tim Hartley added, "Dynamic ticket pricing is an innovative way to ensure the stadium is full and that can only improve the match day atmosphere. Season ticket holders will still be paying less than people buying on a game by game basis. There's a clear message to fans here - buy early and get the best price."
Digonex Technologies focuses primarily on development of automated and optimized pricing platforms for e-commerce, allowing client companies to increase customer retention, and maximize revenue. Digonex has been awarded five patents for their innovative pricing systems.
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Media Contact -- Chris Pohl, Director of Public Relations - 317.638.4150 X222