ts.com

Cardiff Blues strive ahead
with ts Venue

Cardiff Blues have been a ts.com customer since 2000 when they introduced online ticket sales using ts Web.  The Welsh rugby union club is based at the historic Cardiff Arms Park and has been challenging to reach the top of the Magners League during the 2006/7 rugby season.  Their season is drawing to an exciting climax with their semi-profesional team Cardiff RFC reaching the final of the Konica Minolta sponsored Welsh Cup, at the Millennium Stadium.

Off the starting blocks with ts Venue
Cardiff Blues have recently introduced ts Venue, the new ticketing solution from ts.com designed specifically for stadia.  The new system was implemented mid way through the 2006/7 season, which was a challenge in itself.  Andrew Thomas, Operations Manager, at Cardiff Blues explains, “With nearly 90% of our tickets sold in advance, we had to come straight off the starting blocks with the new system, but the process went smoothly with the help of the support team at ts.com ironing out any issues.  And ts Venue has allowed us to sell more efficiently across the whole site from live inventory for the first time ever.”

Through their ts Venue system the Blues can now sell from their call centre, main box office and retail outlets, all selling live from the same inventory with online credit card authorisation and PAF (Postcode Address File) software speeding up the sales process.  The system is configured for each sales channel so that operators are presented with a ticket sales screen set up to display information and tickets appropriate to each booking method.

Saving time selling match day tickets
They have also been able to sell tickets on a match day at their ticket kiosks from the live inventory for the first time, rather than selling from pre-printed tickets. “It is as fast as selling from pre-printed tickets and you get the benefit of instant reporting and don’t waste valuable time or ticket stock before the match printing out the tickets.  We are going to automate our ticket collection soon, printing tickets quickly and simply through ts Venue by scanning the barcode on the ticket confirmation emails at the collection point, rather than having to print and collate tickets pre-match – another valuable time saver.” Andrew continues.

A Thumbs up for ts Venue
The operational efficiencies brought about by ts Venue have been noticed across the club.  “The staff have all given the system a huge thumbs up.  Our Security team can now easily tell if the right ticket is being presented as there is a 2 digit match-specific code printed clearly in large font on each ticket.  Importantly for us this will help in preventing fraud, and clear ticket printing also allows the Stewards get people into the ground and to the right area much faster” Andrew explains.

“For the Call Centre the system has been a great help.  The online credit card authorisation and PAF (Postcode Address File) look-up make their job a lot easier – especially for our customers who have long and difficult to spell Welsh addresses!  The Marketing team have also given ts Venue a positive reaction as we can now print enhanced ticket maps, match our corporate font and even including photos or pictures on the tickets.”

Valuable data collection
Collecting accurate customer information is very important as the Blues approach the end of the season.  All their old data has been transferred across from ts Web into ts Venue and they will then use this data in their forthcoming marketing campaigns to promote their next season membership and season tickets, which will be sold both on and offline direct through ts Venue. 

Back to the exciting climax of the current season, the flexibility of ts Venue has proved very valuable for the Blues.  Tickets for matches held at other venues can be set up and sold using the system, allowing their fans to easily buy tickets for the important cup final at the Millennium Stadium.  And they have been able to quickly set up and get tickets on sale for all the  games in their title chasing run-in.

Scope for future development
Reflecting on the end of the season and looking forward to next season, Andrew is confident that ts Venue will give the Blues the ability to develop business opportunities and create more operational efficiencies.  “The key thing for us is to have all our outlets selling live through ts Venue including web sales and be fully integrated with our membership and discount schemes.  We have got the basics in place now and have a huge scope to do more in the future.  Plans for next year include integrated access control, automated kiosks and fast track entry for some membership types, ts Venue will give us the ability to introduce each part stage by stage and in line with our business requirements.” Andrew concludes.