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Case Study

TeamSport – Digital Strategy

TeamSport is the #1 provider of indoor karting within the UK. Providing an excellent customer experience on and off the track has always been at the heart of the business.

 

As the company continued to experience exceptional growth, the leadership team set a goal to better understand their customers and take control of their communication technology to deliver optimised experiences from the very first touchpoint to long-lasting customer relations. Filter were asked to support.

Digital Strategy Personalisation WordPress Development
A go-kart speeding on a smooth, indoor track, with bright lighting and race barriers. The driver, wearing a helmet, focuses intently on navigating the course.

Introduction

Customer Experience Strategy and Marketing Automation for TeamSport

TeamSport needed to better understand their customers and improve communication technology to enhance experiences across all touchpoints.

 

Filter’s strategy team conducted comprehensive discovery research, selected and implemented a Customer Data Platform and created a structured approach to customer personas and campaigns.

 

The result is a blueprint for automated omni-channel customer journeys that enhance both customer experience and business performance.

Relationship Length

Project delivered in 2022

Focus

Improving customer experiences through data strategy and marketing automation

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Problem Problem

  • Poor site performance was harming customer experience
  • No data layer for personalisation
  • Needed better customer insight and communication tools

Solution Solution

  • Ran discovery research and chose Bloomreach CDP
  • Built personas and 2022/23 framework
  • Improved booking process and added PersonalizeWP for targeting

Result Result

  • Created journey blueprint with automated omni-channel setup
  • Enhanced experience through better booking and data use
  • Laid foundation for marketing automation and personalisation

A laptop displaying the TeamSport Karting website, featuring racing graphics and vibrant colors, sits on a modern, minimalist surface.

The Challenge

The existing TeamSport website was just one of many customer touchpoints struggling with performance issues, making it difficult to deliver a seamless experience that could attract and retain customers.

The challenge ran deeper than design; without a solid foundation of customer data, it was impossible to personalise interactions or communicate effectively.

To move forward, the business first needed to take control of its communication technology and gain a clearer understanding of its diverse customer base, creating the groundwork for an optimised user experience.

Our Approach

The strategic planning team at Filter initiated a planning phase addressing three primary tasks:

  1. Discovery and research of existing systems
  2. CDP selection through engagement with multiple suppliers
  3. CRM campaign planning with user personas and segments

The team evaluated multiple CDP solutions and selected Bloomreach platform for its combination of CDP capabilities with marketing automation, AI and personalisation.

We created detailed persona profiles and optimised the booking process with targeted improvements like dropdown menus for special occasions and racing experience.

A laptop displays a food and beverage website featuring a variety of dishes, accompanied by icons representing CRM strategy, CDP selection process, and digital strategy and planning.
A laptop and a smartphone display the TeamSport eKarting website, featuring racing images and membership information. The design emphasizes user-friendly navigation and an engaging experience for karting enthusiasts.

Results

TeamSport now has a blueprint to deliver optimal customer journeys, prioritising usability and communication flows for both customers and the marketing team.

The plan enables seamless and automated omni-channel setup to enhance customer experience and business performance.

The Bloomreach platform provides stability and security with advanced segmentation capabilities, while booking process improvements offer valuable insights into customer motivations and behaviour.

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Why This Story Matters

This project demonstrates how strategic customer data planning can transform business operations and customer relationships. For TeamSport, that meant a comprehensive approach to understanding customers and automating communications that enhance their karting experience.

If your business needs to better understand customer behaviour and automate personalised communications across multiple touchpoints, we can help build a data strategy that drives both customer satisfaction and business growth.

Three mobile screens display a website promoting an indoor karting experience, showcasing sections for activities, food options, and news. Each screen features engaging visuals and clear calls to action, designed for an interactive user experience.

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