Why We Collaborated:
Cluvi & Rayados
Revolutionizing The RAYADOS Fan Experience
Through Innovation
In 2022, the Rayados Football Club embarked on a mission to put fans at the heart of the club and the stadium experience. Their vision was to integrate digital innovation throughout the stadium to enhance the overall fan experience. To achieve this, the Rayados team, in collaboration with the Innovation Lab at Xpertal, a team dedicated to driving innovation across FEMSA’s business units through research, digital initiatives, and strategic customer experience mapping, engaged with fans to identify pain points and areas for improvement.
Diving into the
Fan Experience Landscape
During the discovery period conducted by the Innovation Lab, fans highlighted the long waiting lines of up to 20 minutes to buy food and beverages, which often meant missing part of the game.
To address this challenge, the teams set out to create a solution that would enable fans to order food and drinks directly to their seats. Thus, the "Pa’ Tu Butaca" project was born.
From Idea to Reality: The Birth of
"Pa’ Tu Butaca"
Despite extensive research in the foodtech market, no existing provider could meet their specific needs. The teams took matters into their own hands and developed an in-house solution, which was piloted during a series of games.
Specifically, the Innovation Lab developed the ordering software, while the Rayados Football Club covered all operational aspects of the project. The trial provided valuable insights into operational aspects, but it became evident that the in-house solution was not scalable for a full rollout.
Determined to find the right solution, the Innovation Lab turned to FEMSA Ventures' Platform team —a team dedicated to connecting FEMSA's business units with the startup ecosystem within LatAm. This is where they discovered Cluvi, a Colombian food tech startup and a portfolio company of FEMSA Ventures.
Unveiling a
Transformative Partnership
Cluvi was already making waves in the restaurant industry by revolutionizing restaurant operations in Latin America and the US with its suite of digital solutions, including digital menus, online reservations, seamless payments, and in-house ordering platforms. Despite having primarily worked with restaurants, Cluvi's adaptable technology and experience showed immense potential for transforming the stadium food and beverage experience for the fans and consumers.
After evaluating other market players, Cluvi emerged as the perfect partner. The reasons behind the selection were numerous, including Cluvi's proven adaptability to the stadium's
After evaluating other market players, Cluvi emerged as the perfect partner. The reasons behind the selection were numerous, including Cluvi's proven adaptability to the stadium's needs and its capacity to handle high order volumes efficiently. Additionally, the seamless communication between the teams was facilitated by Cluvi's founders, who collectively possessed over twenty-five years of relevant experience in the restaurant and tech industry.
Crafting the Perfect
Tailored Solution for Rayados
Once Cluvi was selected, the platform was tailored to the specific requirements of Rayados Football Club and the stadium. After only one short month of collaboration and planning, "Pa’ Tu Butaca" was officially launched in July, marking a significant step forward for the fan experience. The implementation of such a solution would typically take around four to six months. However, Cluvi demonstrated exceptional adaptability and agility, enabling them to pivot swiftly and achieve a remarkably quick implementation time.
The results were impressive— the platform doubled the scanning-to-order conversion rate, from 7% to 13%, and boosted the historical ticket average by an impressive 41%.
Driving Engagement
Through Data-Driven Strategies
Rayados Football Club is successfully revolutionizing its fans' experience by addressing their pain points and adopting a customer-centric approach.
By leveraging Cluvi's data intelligence and analytics, the club gains valuable insights into customer profiles, habits, and preferences, enabling the creation of personalized loyalty and retention strategies.
By offering targeted promotions and coupons to different customer segments, like first timers and returning customers, Rayados enhances fan engagement and loyalty.
Additionally, Cluvi's platform provides operational efficiencies, allowing real-time price adjustments for loyalty promotions. This successful integration of data-driven strategies has made Rayados Football Club a frontrunner in the industry, solidifying stronger connections with fans and elevating the overall experience at their stadium.
Fostering Growth
Through Collaboration
The collaboration between Rayados Football Club, Xpertal Innovation Lab, FEMSA Ventures, and Cluvi exemplifies the fruitful synergy between industry incumbents and disruptors.
By working together, these organizations have not only enhanced the fan experience but also generated additional revenue for Rayados.
As we move forward, we eagerly anticipate the further evolution of this collaboration.
This successful partnership sets a compelling example of how meaningful collaborations between established industry players, business unit teams and innovative startups foster beneficial growth.
Together, they can co-create value, drive innovation, and deliver extraordinary experiences to customers and fans alike.