Provided the same digital experience for all visitors even though they attended different events
No business view into fan onboarding or IT network infrastructure
Delivered a generic WiFi onboarding captive portal to all fans and visitors
Lack of business insights into fan behavior at stadium
Cisco Meraki Complete Stack + July Systems Proximity MX (OEM’ed by Cisco as Cisco CMX Engage).
Gained tools to differentiate users by location personas, like new visitor vs season ticket holder
Mapping Business Taxonomy To Network Infrastructure
The location hierarchy feature introduced the business view into the IT infrastructure at the stadium.
WiFi onboarding process could be personalized to each visitor based on location, event and their past location behavior.
fans recognized as frequent visitors
fans recognized as early arrivers
on average each fan visits
Understanding the Guest Beyond a Ticket Stub
Wanting to get a better view of guests coming into the stadium, SAP Center is using Proximity MX to collect data on visitors’ names, numbers, and emails. SAP Center is able to learn which visitors are attending sporting events, music concerts, or other shows. One of the most valuable insights they gained was realizing most season ticket holders actually resell their tickets. Without implementing this WiFi onboarding process, the insight would never have been discovered.
Business Value AddedAt-location Guest Insights Scalable location intelligence platform that works irrespective of the fan size Advanced Reports
Monetizing Captive Portal Engagements
With Proximity MX™’s customizable engagement tool, SAP Center is transforming their customer WiFi onboarding flow with a higher quality and more user friendly experience. SAP Center is taking advantage of the smart captive portal real estate by selling advertising sponsorships. To date, their captive portal has gained over 300K views, proving the sponsor’s investment has been highly valuable.
Business Value AddedSponsorship and Monetization of Ad space Advanced Guest Onboarding Features
Preparing for SAP’s Future
Now that SAP Center has a better view into visitor insights and analytics, they will be able to use Proximity MX to categorize users through at-location personas, such as frequent visitor, season ticket holder, merchandise buyer, concert goer, etc. The next step for SAP Center is to send contextual engagements based on identity and location. For example, SAP Center will have the ability to target concession stand dwellers with offers and promotions on food.
Business Value AddedAt-location real time guest engagement Increase revenue by upselling stadium services
“We want our patrons to be able to easily and reliably connect while at SAP Center to allow for the best fan experience when attending Sharks games and other events.” Source
The Story So Far
- 337K+ Total Visits
- 100K+ Unique users acquired
- 93K+ Total number of names, emails, and numbers captured
SAP Center discovered Sharks games had more returning visitors, while concerts had more new visitors
Increased revenues by monetizing captive portal engagements with advertising sponsorships.