Melbourne Storm uses myki technology to create smart membership cards

Melbourne Storm uses myki technology to create smart membership cards | afr.com

The creator of the next generation of myki machines in Victoria, Vix Technology, has developed a new contactless payment system for the Melbourne Storm rugby league team that incorporates a loyalty program.

The Vix SmartSite technology has been embedded in all of the Melbourne Storm’s membership cards for the current season, which allows users to pay for food and drinks using their membership cards and collect loyalty points that lead to so-called “money can’t buy experiences”.

Vix Technology chief executive Steve Gallagher said the SmartSite technology provided the Melbourne Storm with data on things such as what their members were buying, when they arrived at the grounds, and how much they were spending. 

“Initially it’s just taking the membership cards from a dumb piece of plastic and turning them into an instrument that fans can use to pay for food, beverages and merchandise,” he said.

Melbourne Storm uses myki technology to create smart membership cards | afr.com

“But then you can develop tailored offerings and target consumers with certain things.”

Increasing revenue

The data collected enables the club to come up with ways to encourage consumers to spend more time at the grounds and then buy more while they are there.

Mr Gallagher said Vix Technology entered discussions with Melbourne Storm about developing the technology after the club changed ownership in 2013.

Melbourne Storm launched its unique rewards program in April, hoping to turn around a slowing of its increase in membership numbers.

“They didn’t have any data on their fans, they didn’t know what they were doing or where they spent money inside the stadium. We set about solving this issue and found we could use the key building blocks from our transit systems and make a product which was … suited to more than one industry or club.”

“When the current owners took over we had a link to the new group and we knew they had a challenge in terms of their financials,” he said.