RSC Anderlecht flaunts cashless experience



Linkedin Twitter

Anderlecht and PlayPass Image: RSC Anderlecht

Royal Sporting Club (RSC) Anderlecht declared its decision to go cashless was a great success. The Belgian football club said it recorded increases sales of 35 percent and resulted in improved fan engagement through its cashless feature, using an NFC card-based system provided by PlayPass.

As a key part of its wider digital transformation strategy, the club underwent a rigorous tender process to find a cashless payment provider that could integrate seamlessly with its mobile application and CRM systems to enable a digital season ticket with powerful loyalty mechanisms.

“We didn’t want a collection of suppliers gathered around, but separate to, our platform. The PlayPass ethos is perfectly aligned to this model and has proven a great ongoing success,” said Gert Boutsen, Head of Finance & Administration, RSC Anderlecht.

The NFC tag embedded in the club’s season ticket card is linked digitally to the individual, allowing customer profiling and personalized communications. The PlayPass system routes every purchase transaction through the club’s proprietary CRM system, providing RSC Anderlecht with visibility on their fans’ consumption patterns, cross-referenced with their other online and offline interactions with the club.

This data and instant feedback has facilitated on-going operational fine-tuning to continually optimize revenue and fan experience, and allowed the Club to offer effective incentives to encourage its visitors to spend more time in the stadium on match days.

PlayPass fulfilled the clubs requirement that the RFID system be used as a powerful data collection tool. The innovative digital transformation provides the club with data bringing a logical scientific basis for making decisions advising commercial partnerships, marketing, fan offers, staffing and retail logistics.

Fans have the choice of topping up their funds remotely in advance, via the mobile app, or in the stadium at top-up-stations before making their purchases in the stadium.

PlayPass installed 65 cashless fixed point of sale (POS) terminals at bars and retail outlets, with a further 130 mobile POS, which completed over 300,000 transactions during the season fans and retailers gave excellent feedback from the outset. The team also installed 45 fixed and 15 mobile readers at top-up stations.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Coliseum facilitates a dialogue between stadiums, arenas, clubs, leagues and experts and enables them to learn from each other while establishing relationships. Coliseum’s digital 365Coliseum Business Center is a vast pool of resource for the stadium and arena industry world-wide.

Watch 150 member-exclusive videos with valuable tips for your venue



« Previous News:
» Next News:



More News

FC Cincinnati announces stadium naming rights

TQL crown on ‘Orange and Blues’ home

Published: April 22nd, 2021

The Major League Soccer team FC Cincinnati’s new home in the West End finally has a name: TQL... » Read more

Saudi Arabia Jeddah F1 track corner stone laid

Jeddah ‘gear’ up for Formula 1 spectacle

Published: April 22nd, 2021

The foundation stone for the 6,175m long Jeddah Formula One Circuit was laid on April 11th on the... » Read more

Australia Brisbane The Gabba will be home of 2032 Olympics

Queensland grandiose plans for the ‘Gabba’

Published: April 22nd, 2021

The ‘Gabba’ (Australia) is set to become the high point of the 2032 Olympic Games, hosting the... » Read more

Miami will join F1 calendar in 2022 with new track

Miami to throb with Formula 1 spectacle

Published: April 22nd, 2021

With the spanking new Miami Grand Prix all set to join the F1 calendar in 2022, Formula 1 is... » Read more


Receive global sports venue NEWS twice a week in your inbox