View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
August 5, 2008updated 06 Sep 2016 3:09pm

Chelsea FC to smartFOCUS on marketing campaigns

Chelsea Football Club aims to develop a single customer view and consolidate all supporters' data sources by implementing smartFOCUS' Intelligent Marketing software and services.

By CBR Staff Writer

Natalie Waddell, head of CRM at Chelsea Football Club, said: As our business continues to grow globally it’s important that we maintain close relationships with our fans. With the right tools we will be able to understand our consumers better, communicate and tailor our campaigns more effectively and develop the right products and services.

Chelsea FC will integrate the smartFOCUS software to implement personalised marketing campaigns and analyse the response of customers to such campaigns. The software will integrate off-line and online data, analysis, campaign and performance management to enable the club to access customer data.

Chris Underhill, CEO of smartFOCUS, said: By better understanding its supporters and tailoring communications accordingly, Chelsea FC will be able to have a much more intimate relationship with its fan base. It will be able to build on this knowledge to provide new products and services, and to successfully market them.

The software will be built by smartFOCUS, hosted on Chelsea FC infrastructure and managed by the smartFOCUS Managed Services team.

SmartFOCUS has over 400 customers worldwide, including Abn Amro, Centerparcs, EMI, Fig Leaves, Harrods, Hilton International, NSPCC, Societe Generale and QVC.

Internet fashion retailer ASOS recently selected smartFOCUS customer relationship management tools to support the company’s strategic growth plans. Rabobank, a Netherlands-based financial institution, has incorporated smartFOCUS’ software into the bank’s global marketing system, to create an integrated marketing system.

Content from our partners
Green for go: Transforming trade in the UK
Manufacturers are switching to personalised customer experience amid fierce competition
How many ends in end-to-end service orchestration?

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.
THANK YOU