Johan Cruijff ArenA starts partnership with Close app to improve customer engagement

The Johan Cruijff ArenA is teaming up with the interactive app, Close, to optimise guests’ stadium visits. When the doors of the ArenA are allowed to open once again, Close’s direct communication platform will be used to personally inform visitors of the Stadium Tour before, during and after their visit. In addition, both parties will look into the possibility of the app supporting the guidance of larger groups.

Anyone who buys a ticket for the Stadium Tour, will receive push messages via the Close app with useful information about the most up to date guidelines such as following a fixed route, the latest information on buying food and drinks and if wearing a face-mask is needed.

The app also contains the entrance ticket and information on the starting time and at which entrance visitors are expected. In addition to practical information, Close offers entertainment features, such as the audio tour and a quiz about the stadium.

Sander van Stiphout, Director International at Johan Cruijff ArenA, said:

With the help of the Close app we can offer visitors of our Stadium tour a more personal welcome and experience. Direct communication helps improve the visitors flow and reduces waiting times. This allows us to make the stadium visit even more pleasant in times of the coronavirus.

Testing guidance for larger groups

As part of the collaboration, smart innovations are also being tested and developed to improve the stadium experience and communication with visitors and staff. Therefore, the Close app will be tested if it can be used to manage and guide larger groups, such as fast and direct messaging, how to keep sufficient distance and the opening of catering points.

About the Johan Cruijff ArenA

The Johan Cruijff ArenA is the soccer stadium of the Netherlands, home to AFC Ajax and a match ground for the Dutch national team. It also offers multifunctional accommodation for large-scale, national and international music and dance events, as well as for smaller-scale meetings for (mainly) the corporate segment. It puts on events in close cooperation with several partners.

High-quality services, state-of-the-art facilities, security and optimal public experience form the most important strategic pillars. One of the world’s most sustainable stadiums, the Johan Cruijff ArenA is regarded internationally as a role model and consultant for modern stadium construction and operation. The Amsterdam Innovation Arena serves as a living lab for developing innovative concepts for stadium management and event experience.