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West Ham United football club launches hyper-personalised fan experience


With its recent Premier League success, West Ham United wanted to replicate its success on the pitch through its engagement with fans. After qualifying for the Europa League earlier in 2021, West Ham United has added a new dimension to its fan base. With more games, more hospitality and more communications to consider than ever before, it required a platform that could provide the support it needed to help achieve its ambitious goals. Plus, with its previous marketing automation platform sunsetting, it was the perfect opportunity to consider its next move.

With complex use cases around segmentation, insight-led customer experience company Mapp will be supporting West Ham United to link with its main information website and eCommerce shop to ensure it has a unified supporter view across all of them. By doing so, the football club will be able to focus on the fan experience and ensure all supporters will receive hyper-personalised communications from the right channel, at the right time. West Ham United will be able to engage not only its long-time loyal supporters – but also those who are just starting out on their journey with the club.

Mapp prides itself on the high level of support given to customers, and West Ham United is no exception. With several exciting projects on the horizon, including launching a new app, Mapp will be able to ensure that West Ham United is working towards key milestones, while also future proofing its overall strategy.

The Head of Marcom Operations at West Ham United Football Club Said: “West Ham’s focus is centred around fan experience. Our ultimate goal is to ensure that we are providing a great experience to our supporters, online as well as offline, and making sure that they receive personalised and relevant communication from their favourite club. That’s where Mapp comes in – by helping us to consolidate all of our communications, we will be able to better target our loyal supporters, as well as those just starting out with West Ham. We want to make sure that all fans, no matter where they are on their journey, know they are valued by West Ham United. With Mapp’s ease and speed of onboarding, as well as the level of support compared to other platforms, we know we are in safe hands to make our goals happen.”

Image: © Copyright Chris Heaton and licensed for reuse under this Creative Commons Licence

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