CIO Straight Talk - Issue 8 - 45

promotions, and loyalty rewards programs. We have

extend that experience to include fans (and potential

created a virtual-reality site called Kid Concourse,

fans) at home or on the move. For example, we have a

where young fans can visit Fenway online - including

very successful tour program at Fenway Park. Should

the VR Dugout. We're currently considering other

we start offering a virtual-reality tour for anyone with

fan enhancements that leverage such technologies

an Internet connection or appropriate headsets?

as RFID (for example, team jerseys embedded with

The opportunities that digital transformation

an RFID chip that would allow fans wearing them to

brings are just about limitless and there are probably

receive discounts on concessions and merchandise),

quite a few we haven't thought about. (If you have

augmented reality (to provide historical information

suggestions, let us know at

for landmarks around Fenway Park), and wayfinding

DigitalIdeas@RedSox.com.)

kiosks (to help fans find their seats and learn about
concession options), among others.
These are all examples of how digital technology

But so far, we have made a great deal of progress
in our journey to build a 360-degree view of our fans.
This is the exciting nature of digital transformation.

operates on two levels - in the present and in the

It's a never-ending quest, always providing new

future. It provides more convenience and extra

opportunities to take your game-together with

services to customers, increasing their satisfaction,

employees, partners, and customers-to the next level.

their loyalty, and what they spend on your services.

As our digital strategy evolves, our understanding

But it also facilitates a long-term perspective that

of Red Sox Nation - who we believe are the best

provides you with more information on customers'

fans in major league baseball - will continue to

behavior so you can serve them better in the future.

evolve. We expect this understanding to help fuel

Digital applications not only add a whole new

a new generation of digital fan amenities that will

dimension to fans' experience in the specific physical

complement the wonderful game of baseball and the

environment of the baseball park; apps can also

charm of Fenway Park.

TAKEAWAYS
*	 The	promise	of	digital	transformation	efforts	lies	in	collecting	and	analyzing	data	
on customers' behavior and then tailoring products and services to their needs.
But the challenge is not to get carried away with digitization of everything and to
maintain traditions and "analog" ways of doing things that still provide value to
21st-century customers.
*	 Traditional	market	segmentation	provides	a	helpful	window	onto	your	customer	
base, but today you also must understand and serve the individual needs of
customers. You need a 360-degree knowledge of each person.
*	 To	evolve	your	IT	organization,	take	a	page	from	how	successful	baseball	teams	
are built: strong leadership and coaching, a few all-stars, free agents in the form of
consultants, utility players with key differentiated skills, new experienced players
from outside of your club, and a young and hungry farm system of select interns.
45



CIO Straight Talk - Issue 8

Table of Contents for the Digital Edition of CIO Straight Talk - Issue 8

Contents
CIO Straight Talk - Issue 8 - Cover1
CIO Straight Talk - Issue 8 - Cover2
CIO Straight Talk - Issue 8 - 1
CIO Straight Talk - Issue 8 - Contents
CIO Straight Talk - Issue 8 - 3
CIO Straight Talk - Issue 8 - 4
CIO Straight Talk - Issue 8 - 5
CIO Straight Talk - Issue 8 - 6
CIO Straight Talk - Issue 8 - 7
CIO Straight Talk - Issue 8 - 8
CIO Straight Talk - Issue 8 - 9
CIO Straight Talk - Issue 8 - 10
CIO Straight Talk - Issue 8 - 11
CIO Straight Talk - Issue 8 - 12
CIO Straight Talk - Issue 8 - 13
CIO Straight Talk - Issue 8 - 14
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CIO Straight Talk - Issue 8 - 21
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CIO Straight Talk - Issue 8 - 45
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CIO Straight Talk - Issue 8 - Cover3
CIO Straight Talk - Issue 8 - Cover4
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