The West-London club is overhauling the data strategy used across ticketing, retail and hospitality as well as its community and website sign ups in a bid to reach out to its fans of the club that do not attend matches. It will use the data to collect and manage potential customers until it is ready to fulfil its expansion plans.
The Premier League team’s owner Tony Fernandes revealed details about the stadium plans last month, saying that the club is planning a 45,000 seater stadium in one of two sites in West London.
QPR’s Loftus Road stadium is currently the smallest ground in the Premier League with a capacity of 18,439. Despite average gates of 17,295 in their first season back in the League the club believes that they can fill a stadium double that.
QPR will work with data marketing specialists Sports Alliance to develop the initiative, which it claims outlines a “clear vision for our future marketing campaigns.”
The club hopes to replicate the data strategies of Premier League giants Arsenal and Manchester United, which are putting their fan membership schemes at the centre of all their marketing activty.
Additionally, QPR will be using the data gathered during its pre-season tour of Malaysia last month to exploit interest the trip generated.