Lancashire Cricket Club appoint new Ticketing Provider

Lancashire Cricket confirmed the appointment of SecuTix, a global ticketing engagement platform for sports, culture and entertainment industries, as the Club’s new ticketing provider on Monday.

SecuTix currently works with the likes of UEFA, Stade de France and Saracens Rugby Club, and will be at the heart of Lancashire Cricket’s day-to-day ticketing and membership operation. The Club will be working closely together with SecuTix, utilising their advanced ticketing technology platform to provide the best experience possible for Members and supporters attending Emirates Old Trafford.
Lancashire Cricket Club will be operating the cloud-based SecuTix 360° ticketing solution, to help grow the Club’s online ticketing business that includes 3D views from reserved seats to help supporters visualise their Emirates Old Trafford experience.
The SecuTix software will provide supporters with a better mobile buying experience including tickets that can be scanned directly from mobile phones and enable the Club to run smarter, targeted marketing campaigns for international and domestic ticketing and hospitality. It will also give Lancashire Cricket Club the ability to integrate with some of the industry’s best-of-breed venue software, such as PACIFA Decision’s 3D technologies, and social platforms, providing better insight and the opportunity to create personalised offers and further fan engagement through the CRM functionality. 
The new platform will also enable the Club to optimise ticket sales through sponsors and partners of Lancashire Cricket via a dedicated portal, which will be created to independently distribute tickets to their own database. Furthermore, its modern technology platform will help the Club increase the average basket value through both upselling and cross-selling different ticket and hospitality products.
Lancashire Cricket Club’s Chief Executive, Daniel Gidney, said:
We are delighted to bring SecuTix on board as the Club’s new ticketing partner. We wanted to partner with a modern technology company that could support our digital ambitions as a business. We feel that they are much more than simply a ticketing solution provider.
The industry has been dominated by ticketing companies that focus on selling bulk tickets with a business built on booking fee charges and the secondary market. SecuTix are different. SecuTix are a developer at heart and committed to putting the ticket buyer ahead of everybody in a continual pursuit of delivering an amazing customer journey making ticket purchase a key part of the main event. That is what makes them as an organisation an outlier in the industry.
The Club has been hugely impressed with the growth and enhanced customer experience that their platform offers clients in sport, and equally as important, the wider entertainment sector have developed through partnerships with SecuTix. Our Members and supporters can look forward to a much improved ticketing service and we are delighted to be working with an organisation like SecuTix at this exciting time in Lancashire Cricket Club’s history.
This announcement, which offers supporters the very latest in ticketing technology, is further evidence of the Club’s commitment to transforming the supporter experience at Emirates Old Trafford.
David Hornby, SecuTix UK Managing Director, said:
We are very excited to be working with such an ambitious and forward thinking organisation like Lancashire Cricket Club over the next four years and beyond. It’s a hugely exciting time for the Club, especially looking ahead to next year with Emirates Old Trafford hosting an Ashes Test and five ICC Cricket World Cup fixtures and we are honoured to be in partnership with them as our first cricket client.
Both organisations will be working immensely hard together to provide a fantastic customer experience to supporters and we believe that the agile technologies of the SecuTix platform will benefit the Club across not just ticketing, but also CRM and digital marketing. We pride ourselves on innovation as a ticketing platform and that development and creativity is at the heart of our business and our success is driven by this. I believe that SecuTix and Lancashire Cricket Club will be the perfect partnership moving forward.

Check out SVB’s industry interview with Emirates Old Trafford’s Operations Director, Anthony Mundy, simply click here.

Main image, top: Emirates Old Trafford, Manchester. ODI England v Australia. Picture by Paul Heyes, Sunday September 13, 2015

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