Turning first-time buyers into loyal fans with marketing automation

In 2024, Lausanne Hockey Club (LHC) took a significant step forward in its marketing strategy by integrating Arenametrix into its marketing tools, particularly its marketing automation solution. The goal was clear: to build loyalty among first-time buyers by establishing a lasting, personalized relationship with each of them from their first interaction with the club.

This initiative is part of a broader desire to optimize fan engagement, boost sales and maximize the return on investment of marketing actions.

An automated journey to transform a first purchase into a lasting commitment

The core of the strategy is based on creating a marketing automation scenario triggered upon the first purchase.
The principle: quickly thank the new customer, then prompt them to make a second purchase within a short period of time, thanks to an exclusive, limited-time offer.

The main objectives:

• Encourage repeat purchases to create a habit.
  
  
• Develop an emotional connection between the fan and the club from the very first interaction.
  
  

This loyalty process has enabled the club to establish a proactive and personalized relationship with each new contact, with a long-term approach.

Unique discount coupons for controlled incentives

To encourage adoption while controlling the impact on margins, the LHC has opted for unique, non-transferable coupons.

Why this strategic choice?

• Each coupon is personal and cannot be shared, guaranteeing exclusive use.
  
  
• The risk of diluting the perceived value or losing revenue is limited.
  
  
• The offer is perceived as higher quality and better targeted by supporters.
  

This approach makes it possible to reconcile commercial efficiency and cost control.

Rigorous performance monitoring to manage campaigns

The success of this initiative also depends on detailed analysis of data and results. Thanks to complete traceability of promotional codes and dynamic segmentation, the club can:

• Measure the conversion rates associated with each campaign.
  
  
• Automatically qualify contacts who have made a second purchase.
  
  
• Identify the best-performing offers and adjust scenarios in real time.

This agile approach allows for continuous improvement in the effectiveness of marketing actions.

A replicable strategy and sustainable leverage for the club

Based on these initial results, the Lausanne Hockey Club plans to extend this marketing automation scenario logic to other segments of its database (subscribers, regular buyers, inactive fans, etc.).

This approach now represents a strategic lever for transforming initial purchases into lasting relationships, strengthening attachment to the club and increasing the value of each supporter over time.