Norwich City and PTI Digital reveal ambitious digital transformation plans for 2021

Mike Bohndiek

At PTI Digital we are delighted to be continuing our work with Norwich City FC on a complete digital transformation across the Club. Having first engaged in mid-2019 and developed a comprehensive business transformation strategy with data and digital at its heart, the first phase is to launch to the clubs fan base in summer 2021 with a brand-new official club website and mobile app.

PTI Digital are leading on the digital transformation strategy and management of its implementation, which will be industry-leading and set an aspirational new standard for EFL clubs in their digital capabilities.

The whole-club transformation includes the creation of new digital loyalty programmes and personalisation for customer experiences, in-house data warehousing, a headless CMS, live streaming / OTT capability and a stadium Wi-Fi.

The first phase, the new website and app, will launch in the summer of 2021, replacing the club’s existing EFL digital platforms, with additional plans in place to integrate a new single sign on solution across the club’s main website, ticketing and retail platforms as part of the club’s wider digital transformation plans.

InCrowd has been appointed to help the club deliver personalised and engaging content and experiences for supporters of all ages following an extensive tender process led by PTI Digital.

The mobile app and website investment will be supported by wider developments across data-driven platforms and stadium-wide Wi-Fi connectivity at Carrow Road, the latter to be installed before the end of the current season.

Mike Bohndiek, chief executive officer at PTI said: “PTI are delighted to continue activating Norwich City’s digital transformation roadmap. What makes this project unique in our view is that the club have taken the brave and bold decision to wipe the slate clean. The principle they had from the outset was that there could be no one area letting down the vision, which is typical of these projects, and plays to our mindset that your fan experience is only as strong as your weakest link. This makes it a significant undertaking but ultimately drives the best practice outcomes and will place the club at the forefront for digital capabilities.”

Ben Kensell, chief operating officer at the club, said: “As a club, we recognised that we’d slipped behind. The world has become increasingly digital and at pace, and our ambition is to go from behind the curve to best in class by virtue of the transformation project that we are currently embarking on. Having embarked on a detailed analysis of the marketplace with PTI Digital, we are delighted to have found a partner in InCrowd who can bring our vision to life and provide our fans with the very best experiences, be that simply making it easier to access Carrow Road or engaging the next generation of supporters”

Watch this space for further updates on the exciting projects at Norwich City as we roll them out.

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