City to launch new website and app in digital transformation

Norwich City are delighted to confirm the upcoming launch of a brand new official club website and mobile application.

After an extensive tender process, led by PTI Digital, the club have appointed digital fan engagement and data specialists InCrowd, who will help the club deliver personalised and engaging content and experiences for supporters of all ages.

The new website and application 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 a wider digital transformation.

InCrowd has a track record of producing industry-leading fan technology for their portfolio of clients that includes Formula 1, ECB, Rugby Football League and a number of Premier League and Championship football clubs.

Ben Kensell, chief operating officer at Norwich City, 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 being behind the curve to best-in-class by virtue of the transformation project that we are currently embarking on.”

“Having completed 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.”

Dan Lipman, chief commercial officer at InCrowd, said: “We are thrilled to partner with Norwich City to help achieve their ambitions of a cohesive digital and data transformation. From the out-set it has been clear that the club is forward-thinking in its mindset, demonstrated in the way they are ensuring the club-wide project will transform all aspects of life at Carrow Road and by the breadth of the club staff involved in the process." 

"It has been incredible working with the team at Norwich City thus far, seeing first hand how much they value the fans. We truly believe that together we are creating something for Norwich City fans and visitors that will raise the bar for digital fan experiences in sport.”

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.

The digital transformation strategy and management of its implementation is being led by club partner, PTI Digital.

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 best practice outcomes and will place the club at the forefront for digital capabilities.”

As part of the process the club are now seeking supporters’ involvement and feedback on the early stages of development. Supporters should be aware that they will be required for a 60-minute period on either Thursday or Friday, December 7 and 8.

Those supporters selected to be part of the process will receive a £20 Amazon voucher for their cooperation and time.

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