While some traditions stay, football does continue to change in the modern world.
One area of the game which has undertaken a rapid technological transformation is the method in which supporters make purchases.
The technology available gives clubs new decisions to make, which would have been unheard of several years. For example, the choice to operate cashless stadiums.
Norwegian company TicketCo is embracing the idea of going cashless. The company works with clubs to increase revenue at stadiums by maximising sales and reducing overall costs.
This is all done via its payment platform which gives supporters easy access to purchase tickets, merchandise as well as food and beverages. Transactions can be made anywhere whether its online, inside the stadium or at the turnstiles. The scanning app technology cuts queues, which is increasingly important in this day and age.
TicketCo entered the UK market in 2017 and has partnered with clubs including Wycombe Wanderers, Kilmarnock, Macclesfield Town and Solihull Moors.
Benefits of going cashless include the reduction of time for sales, a lower security risk and a lower cost. Better data is also captured by the technology, which clubs can use.
The platform is available on both iOS and Android devices and gives organisers the chance to advertise offers before events occur.
Wycombe Wanderers have reported a 57% increase in supporters purchasing tickets online since they partnered with TicketCo.
Mark Palmer of Wycombe Wanderers told FC Business: “The TicketCo platform is fantastic and makes purchases so simple. It makes buying tickets so simple online, via mobile phones, the website and Facebook. It enables us to provide a better service to supporters and is helping the club grow.
“We’ve had a lot of success with the new TicketCo platform when it comes to fans buying tickets quickly and simply online or via the app. The cashless solution at the bars was the next step in our strategy and not only does it improve the experience for supporters, it also helps us process more transactions, so it is a win, win.”
It is a similar situation at Macclesfield Town where fans have gone from buying tickets in cash to online. National League side Solihull Moors partnered with TicketCo to help the club prepare for future growth.
“TicketCo has ticked all the boxes for us; a quick and trouble-free implementation that was easy to use and demonstrated immediate commercial benefit on increased sales, cash handling and cash flow,” said Chief Executive Calvin Barnett.
“Throughout last season it proved itself time and time again especially in our huge FA Cup and end of season games. It is fair to say without the platform we would have struggled to cope.
“Having now introduced merchandising to the platform we enter this season looking to make significantly more use of the features and functionality it provides to drive not just commercial revenues but a better all-round buying experience for all involved.”
UK Country Manager at TicketCo, David Kenny, said various clubs are buying into the advantages of the cashless technology.
He claimed: “More and more clubs are directly benefitting from the upsides of our cashless technology both in terms of improving revenue and the fan experience and we’re looking forward to further UK growth.”
That growth seems to be on its way as TicketCo continues to invest in its technology to support transitions to cashless stadiums.
“Next season we are due to introduce a card- reader that is so robust it even runs off-line if the network is down,” added David. “The technology will also provide a payment solution that eliminates the need to top-up apps and prevents the risk of customer data loss.”