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Melbourne Racing Club builds member loyalty with tailored communication and event offers
Founded as an amateur turf club in 1875, the Melbourne Racing Club has evolved to become a prominent player in the city’s sporting and social life. It holds an average of 75 races annually at its premier courses, including the Caulfield Cup. The Club also owns a growing network of pubs and clubs, an apartment development and a French bakery. Its diverse portfolio makes the Club more sustainable while providing additional benefits to its members.
“We offer the community a number of opportunities to connect and be entertained. Salesforce helps us leverage our data to promote these experiences in a more personal way,” said Nick Ristovic, Customer Engagement Manager.
Converting data into loyalty
The Melbourne Racing Club’s portfolio is a huge advantage when it comes to personalisation. “Managing all of our own venues, ticketing and point-of-sale transactions gives us great insights into the preferences of our current and potential members,” explained Ristovic. “We adopted Marketing Cloud so we could use this information and run more sophisticated campaigns.”
Now one year later, the Club’s marketing activities are smarter, more personal and highly effective. It is segmenting data and tailoring campaigns based on demographics, transactions and membership status.
These initiatives have helped educate members on what to expect and also encouraged them to make the most of their membership. Retention has risen from 31% to 60% as a result.
“Salesforce helps us look after our members and personalise their experience – even to the point of sending them offers for their favourite venue or meal,” said Ristovic. “It increases loyalty and ultimately reduces our costs as we don’t need to market for new members.”
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