Chelsea WIN it, or maybe not quite!?
We’ve been writing a series of articles analysing how clubs are performing when it comes to converting their audiences into monetary terms. We published an index a few weeks ago on our INSIGHTS SECTION.
We wanted to take a deeper look at the London clubs in the Premier League. We had a tight battle for a long part of the season between two London clubs, Chelsea and Tottenham. However, when it comes to converting audiences from all the London clubs, it turns out Chelsea are not top!
Our score measures which clubs are converting their audiences into monetisation. For more info read here (For those who really want to dig deeper and understand the score read here). West Ham really seem like they are the ‘leader of the pack’ when it comes to the London clubs.
We also measure if any of the clubs are leaving ‘money on the table’ by measuring industry average conversion scores and applying them to each club. Based on our research, it seems like some clubs like Arsenal & Chelsea have the potential to grow their monetisation figures even further, whilst the likes of West Ham Watford & Tottenham are performing above industry average.
A deeper insight into the figures
When looking at the average monthly ‘Club to Store Conversion %’ (i.e. the proportion of web traffic on the merchandise store compare to the club website), we see that West Ham dominates the field. The industry average is around 8%. Arsenal & Chelsea, the bigger clubs in nominal terms, seems to perform below average in this regard.
We also compared the annualised £ per Social Media follower (i.e. the estimated online merchandise revenue divided by the number of social media followers. See note below). Again here, West Ham is a top performer with an engaged and monetised audience. Arguably, it is more of a ‘challenge’ for the bigger clubs as they have larger audiences to deal with and a wider international reach. However, ‘a like’, is the first indication of an interest and clubs have an opportunity to capitalise on that. Tottenham, for the size of their audience seem to be doing well in this respect.
Note: We only use social media followers purely as an indication of the audience size for a club. We ARE NOT looking at conversions (or click throughs) specifically from that channel.
We’re aware that West Ham does A LOT of activity and communications which is purely digitally focused. We’ll try to reach out to them over the next few weeks for an interview to share some of their insights as to what they do differently.
As always we’d be happy to listen to your feedback and thoughts on the subject.
If you’d like to get further insight into your merchandise store, and how you can improve revenues feel free to contact us on www.discountif.com, or our email contact@discountif.com.
