The NY Jets, like other teams in the NFL is much more than men on a field throwing a ball down a field and getting tackled. It’s about TV rights (handled by the NFL), selling team paraphernalia, and fans enjoying the game at the stadium. Part of this “enjoyment” as far as the teams are concerned are to ensure they buy as much food and other items as possible. Of course ensuring they have short lines and an overall great experience will help ensure fans come to the stadium over and over again.
Jet’s owner Woody Johnson has a “command center” in his suite which enables him to see at the touch of the screen information about what’s happening in the stadium.
The Wall Street Journal writes thousands of pieces of real-time data—everything from hot dog sales to bathroom lines—are available at his fingertips on a 42-inch touchscreen display that hangs in his owner’s suite. If this all sounds Big Brother-ish, well, it is—and Mr. Johnson and his staff are unapologetic.
Having real time access to data and knowing what this means for your business is how you can ensure you’re pleasing customers and maximizing profits.
Maybe you’re design studio has a certain way that you do things with customers. What if the data (surveys or otherwise) showed that customers in fact do not like it this way.
The WSJ piece illustrates this best in the following example:
Fans, he said, are more interested in tailgating than milling about inside the stadium, and the Jets were wasting resources—and money—by staffing concession stands for an extra hour. So now the gates open two hours before kickoff.
But Mr. Johnson and his staff still want fans inside the stadium before kickoff, and he found there was only a slow trickle before the Jets were host to the Cincinnati Bengals on Nov. 25. So to provide some incentive before they played the Miami Dolphins on Dec. 12, the Jets announced a 25% discount on food and non-alcoholic beverages for the first hour. Sales increased by 50% during that hour—fans came through the turnstiles at a brisk rate of 400 per minute—and were up 20% overall compared to the team’s previous two home games.
This kind of change Mr. Johnson and has team could not have discovered were it not for the dashboard of data available to them.
What about your business? Do you have metrics and a dashboard of data that you can use to make right decisions.
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