Vor einiger Zeit gab ich mal ein Interview bezugnehmend auf unsere iBeacon Technologie in der PreZero Arena für meinen Arbeitgeber, TSG Hoffenheim.
Das ganze Interview könnt ihr hier auf den Seiten von Spielmacher lesen. Es geht hier primär um relevante Themen wie Fan Experience an Spieltagen und Fan-Engagment rund um den Spieltag. Es muss auch nicht immer nur zwangsläufig um Merchandising Artikel gehen, sonder vielmehr auch um Lenkung von Besucherströmen durch gezielte Pushbenachrichtigungen. Ich glaube, wir sind in großen Teilen noch am Anfang dieser Technologie und ich bin gespannt, was sich in 5-10 Jahren mit konstanter Datenintegrität auswerten und bespielen lässt.
The interview with Ralf Pressler
Spielmacher: The TSG Hoffenheim have teamed up with Favendo to install hundreds of beacons in the PreZero Arena. Is this technology going to find its way to all stadiums eventually?
Ralf Pressler: We installed round about 700 iBeacons in our stadium, which is outstanding in the German Bundesliga. In my opinion the technology will become more and more important in the next 5 years in all stadiums because of its added value.
The TSG have been early adopters. Have there been positive examples that have been followed, like the Levi’s Stadium in San Francisco? What was the main motivator for the club?
Ralf Pressler: We had some good talks with our partner Favendo and were fully convinced to implement the technology. Our main target is to provide people with data/notifications in the right moment, at the right place and the best message.
Fans can already enjoy interactive communication and navigation inside the stadium. What are the next steps enabled by the technology?
Ralf Pressler: The next big steps will be a “Perfect Trip“ implementation. With the help of this feature the visitors will receive a notification on matchday which tells them when they should leave for the stadium, to arrive on time without any traffic problems.
Are push notifications planned? Will they rather consist of offers or even contain highlight clips or statistics from the game?
Ralf Pressler: This is something that we are already using! We send push notifications whenever a guest enters the stadium as well as different messages in the business area. After a game we also send push notifications to all leaving guests.
Talking of push notifications, have there been tests to underline the potential of these to grow matchday revenue?
Ralf Pressler: After 2 months of fully integrated systems, we are collecting data to determine all the effects they could have in the future. We analyse heatmaps around the stadium to get better insights of what is the need of our fans.
Will push notifications enable visitors to order drinks or food from underway or from their places?
Ralf Pressler: It is definitely something interesting to implement in the future. There are many needs to put in an overall strategy with much people to involve.
Do you see any contradiction in the explicit focus on digital experiences and the traditional football reception in the stadium itself?
Ralf Pressler: We should focus on the advantages that come with an improving digital experience. It will be much easier in the future to buy and receive a drink at halftime, to see free parking slot available on your mobile phone or to receive advices to leave home for the best arrival time.
With beacons all around, will all fans be happy to share their data? How are GDPR rules secured, via the app guidelines?
Ralf Pressler: The beacon technology is not taking personal data. We only “collect“ the location and the device (iPhone X for example). For sure, we are not going contrary to the GDPR.
Could the collected data be re-used for further marketing operations?
Ralf Pressler: As I answered in the question before, we do not collect demographic data or something like that with our loacation based services. But for sure after analysing all the data we should be wiser to decide where and if we need more food & beverage along the stadium or maybe more fanshops or toilets.
With so much digital implementation, will the PreZero Arena be cashless soon?
Ralf Pressler: We already started this process as we accept all creditcards in the stadium. In addition to that we have a cooperation with the Sparkasse to pay wireless! For the future we also think about different possibilities to pay with your phone through our app.
Could there be additional marketing inventory in push notifications?
Ralf Pressler: We are already sending push notifications with special merchandising offers to our visitors in order to get customer in our local fanshop on matchday.
With TSG Hoffenheim being pioneers in the digitalisation of sports venues in Germany, are there clues what can be expected next from the club?
Ralf Pressler: Stay tuned! More is about to come. Our DNA is to go where the future things are going to be – not where they have been. We are always in motion trying to find the best solutions for our fans on matchday.
Finally, is it easier to realise such developments if your main sponsor is a tech company like SAP?
Ralf Pressler: For sure, it is such a pleasure to have a partner with us, who is a leading technology company in the world and can provide us with interesting insights.