Trailfinders Rugby club`s experience after going digital

Selling tickets digitally is helping sports clubs simplify outdated matchday buying habits and reducing laborious staff processes.

Ealing Trailfinders Rugby Club is the latest club to take the first step towards a cashless future by partnering with TicketCo and selling tickets digitally.

The professional rugby union club, based in west London, sells tickets to all home RFU Championship fixtures via the TicketCo website and mobile app. This allows supporters to instantly purchase tickets wherever and whenever they want.

Elle Cranfield, Marketing Executive at Ealing Trailfinders Rugby Club, explains how going digital has facilitated a smoother, stress-free, ticket buying experience for supporters.

Simple ticketing

Buying tickets to watch Ealing Trailfinders Rugby Club could not be simpler.

After logging onto the TicketCo website or app, fans can select their seat and purchase a ticket for their chosen game. A QR code will be sent directly to their email or mobile phone which can be scanned at the turnstiles.

This simplicity is what Ealing Trailfinders has lacked in recent seasons.

“Our previous way of selling tickets had no digital strand to it,” explained Elle. “There was no seating map, seats were first come first serve and most fans bought tickets on the day.

“We’re trying to be more proactive with our ticket sales by partnering with TicketCo.

“For example, we understand many of our season ticket holders want to have their own allocated seat. With TicketCo, this is possible. We will also be able to cut down on matchday queues and save supporters the stress of queuing up to collect their tickets.”

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Outstanding communication

Ealing Trailfinders partnered with TicketCo during the pandemic. Due to pandemic restrictions, the partnership was established entirely remotely.

This meant the RFU Championship club required a reliable team of support staff at the end of the phone and on emails to handle any potential teething problems.

“TicketCo’s staff were great and so supportive,” said Elle. “They were extremely responsive to our calls and emails and helpful every time we had a question to ask.

“No matter how big or small our issue was, they were there to help. Yes, they’re a ticketing company, but they also made themselves part of our club too. We’ve built a great relationship with them, and I will never hesitate to pick up the phone or drop them an email.

“I know they will get back to me quickly with an answer and by the end of the day the problem would be solved.”

Total trust

Using third-party organisations to handle responsibilities requires trust, expertise, excellent communication and a strong working relationship.

Elle said TicketCo ticked all those boxes.

She added: “In sport, communication is so important. Fans are passionate about the club and they want regular engagement.

“Working with a third-party company means you are relying on their support in that respective department. It’s TicketCo we are working with, but it’s our image we are representing and protecting and the responsibility sits with the club.

“We’re thrilled that our strong working relationship with TicketCo helps us to sell our brand to our supporters and the wider communities of Ealing and London.”

Community camps

TicketCo has also partnered with Ealing Trailfinders Foundation to sell tickets for the charity’s summer holiday rugby camps.

The charity supports initiatives including Inner City Projects, Reading and Rugby, and Ealing Foodbank partnership to ensure the rugby club has a positive impact on its local community.

Multi-sport summer camps are fun, cater for all abilities and spaces can be easily purchased online.

Elle added: “The Foundation is the charity arm of Ealing Trailfinders. The community team runs summer camps for children during the summer holidays and engages positively with local people via schools and projects.

“Summer camps are delivered at the Trailfinders Sports Club and in other locations across Ealing. It’s important, therefore, that parents know where to reserve a space for their child, what time the camps start and where they’re taking place.

“All this information is made very clear for the customer by purchasing a place through TicketCo. They not only sell tickets for our first-team matches, but also on behalf of our charity too.”