Nantes Basket Hermine

A 360° fan experience based on a CRM strategy

A 360° fan experience based on a CRM strategy

Fans of professional sports clubs often number in the thousands on social media. However, although they consume the content that is shared, it is difficult to accurately identify, segment and communicate directly with these audiences. Although it is the foundation for building a relationship strategy and providing a personalised fan experience.

The Nantes Basket Hermine reached out to Arenametrix in 2019 to structure its communication & marketing activity and develop its relationship with its public. The starting point of the project was the implementation of a CRM tool to centralise its contact data. The club then built an audience acquisition and loyalty plan.

In this use case we will discuss the project and explain what the Nantes Basket Hermine Fan Experience looks like today.

Founded in 1907, the Nantes Basket Hermine is a historical club of the French basketball well established in Pro B (2nd French division) since it has been playing there for 27 years. The club now plays in the La Trocardière hall (4,300 seats) formerly occupied by the Handball Club de Nantes (HBC).

+ 40%

Growth of CRM database in 2021

Alexis Riotteau

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