WEST HAM UNITED F . C .

is a very different beast from a GDPR perspective for football and for venues with a neutral audience .

“ Whilst May is when the regulation comes into effect , we have an internal March deadline which will see us understand the framework , train the staff so the company can live and breathe data protection and GDPR by default .”

Commercial growth With such renovation within its internal operations , West Ham ’ s fragmented technology estate has also been revamped to enable commercial growth and accommodate any peaks in demand . Its retail capabilities , from in store and warehousing to its online delivery abilities , have all been streamlined to cater for increased traffic surrounding match days and festive holidays such as Christmas .

“ We previously had problems with shrinkage and stock control , and the balances to push these out to stores

and remote sites ,” explains Bohndiek . “ We also had promotions set up on three systems depending on whether fans bought over the phone , online or in store – all of which didn ’ t talk to one other .” Integrating these systems has seen the club utilise a complete omnichannel solution for all its commercial operations .

Moving to a larger venue has also seen the club extend its service offering through increased technologies . It has increased its till numbers from 25 on a match day to over 50 available for peak match days . With roaming tills available in its executive lounges , it has also enabled fans to purchase merchandise in their box or lounge .

“ Since the implementation , the system has processed over £ 8mn of payments across the estate . The third one recently opened in Basildon , so the retail solution is scalable ,” comments Bohndiek .

“ The industry is recognising that

58 December 2017