S.F. Giants put TouchScape's CRM into play

Another Major League Baseball team is stepping up to the plate for CRM. The San Francisco Giants have reached an agreement with TouchScape Corp. to increase fan loyalty and sales. The Giants plan to use TouchScape's custom e-mail marketing software to send updates and offers, targeted to the interests of the Pacific Bell Giants Rewards Club members.

Other professional teams, such as the Anaheim Angels and the Seattle Seahawks, have already begun using CRM for targeted marketing. The Giants were faced with the challenge of finding an affordable way to utilize the Internet to reward and communicate with its fans.

The new program allows Pacific Bell Giants Rewards Club members to register online to receive reward program information and promotional messages. With each game registered, Rewards Club members earn points toward prize drawings. They also increase their priority in the purchase of 2002 season tickets. Fans can track how many games they have attended online.

TouchScape software also allows list segmentation, which gives the Giants the capability to decide who will receive each offer based on their information. For example, all female Rewards Club members living in Oakland, with children, might get an e-mail about the Giants' "Free Baseball Cap on Kids Day" promotion. More immediately, the Giants will use the e-mail segmentation to promote its Bat-Boy Day at Pacific Bell Park.

The Giants have already seen a lot of fan participation, according to a spokesman. When the center went live, 4,000 fans registered, he said. Currently, 22,000 fans have registered in the database. That database allows the Giants to track their most loyal fans and offer them more appreciation programs, the spokesman added.

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