A new digital HOLM for Gloucester Rugby

Beth Gavin
May 30, 2022
Premiership Rugby Club, Gloucester Rugby, renowned for their fanbase and key role in the local community, wanted a more advanced website that could meet their aspirations and provide their fans with a better experience, whether at a match or following the club outside the venue.

Working as a delivery partner and together with Colooder (a digital fan experience solution linking the physical experience with digital services), Clock were tasked with the rebuild of the Gloucester Rugby site keeping the fan in mind at the heart of the design.

The outdated site lacked vibrance and clear navigation, and was cluttered with too much content, making it difficult for supporters to consume and locate content easily.

Key objectives included;

★ Powerful Navigation & Search
★ Streamlined process for fans to purchase tickets or merchandise, and access information.
★ Clearly defined areas of the site for Gloucester Rugby departments
★ New CMS powered by Colooder XMS ™ providing more efficient use and greater flexibility with pages that are easy to create using widgets
★ Third-party Integrations with OPTA and Sports Alliance

Clock gave the website a new lease of life, branded in their famous Cherry & White colours, that will drive engagement, information and purchase opportunities to Gloucester Rugby Fans in as few clicks as possible.

Gone are the days of Gloucester Rugby’s marketing and content team having to update multiple systems - the powerful, new unified system that we built with Colooder, which also powers the official club app, now allows the Gloucester Rugby team to create and manage all aspects of their digital products with ease and flexibility. Creating engaging content like news articles, events, and operating match day live within the same environment, has already hugely improved their workflow efficiencies across the organisation, especially in a time where resources have been impacted as a result of Covid-19.

Alex Brown, Chief Operating Officer at Gloucester Rugby said: “At Kingsholm we have invested in state-of-the-art WiFi to help give fans an unbelievable match day experience. So it was inevitable that we back that up with a digital experience to match. The team have used their experience in the sector along with award-winning tech to deliver a first-class website in addition to the existing official club app.

The intuitive and powerful CMS means that our day-to-day news publishing and match day's are streamed simultaneously and easily, saving us countless man hours. And our partnership with the team has helped us secure meaningful sponsor relationships and additional revenue streams.

My experience as a player, team manager, Commercial Director and now COO at the club give me a good insight into all areas of the business. Having people who I can rely on makes my job that much easier. The team has helped get us through a challenging period during Covid and I’m looking forward to developing the relationship even further with more functionality and features over the coming months.

Mark Guymer, Chief Customer Officer at Colooder added: “We are delighted to extend our partnership with Gloucester Rugby beyond our innovative App. Gloucester have shown a desire to provide their fans and their partners with the best digital experience and we are incredibly proud that they chose Colooder to deliver on these exciting plans. Colooder is unique in understanding that all parts of the digital ecosystem need to be integrated to maximise the fan experience and drive increased commercial value and we are delighted to see our bespoke platform delivering this for Gloucester Rugby. Our business was born out of Clock and their expertise at taking the biggest problems and solving them for a digital world meant we knew we were in safe hands for this project and once again they have delivered for us and our client.”

Clock have been making best of breed sites & apps for over 20 years, so we are thrilled to be working with Colooder and Gloucester Rugby to bring our experience and passion to recreating the experience of live sport, digitally. We are working hard to drive deeper fan engagement and gather insight in order to continually improve the offering” added Robert Arnold, MD at Clock.

Fans can soon expect to see new features as Clock and Colooder continue to further develop the website and app over the coming months.

For now, be sure to take a look around www.gloucesterrugby.co.uk.