Pint of Milk, Loaf of Bread and Ticket to the Races Please


Friday, September 14, 2012
Fairyhouse

Fairyhouse. Patrick McCann


Horse Racing Ireland (HRI) today announced a partnership with Tickets.ie which will allow customers of Fairyhouse, Leopardstown, Navan and Tipperary Racecourses to buy tickets for the races in over 150 selected Centra, SuperValu and other retail outlets across the country. Limerick racecourse has joined the scheme and other racecourses are expected to come on board over the coming season.

Within the stores shoppers simply ask for a ticket at the checkout and the assistant selects the venue and date on a touch-screen point of sale unit. The ticket is printed out in-store as quickly and easily as a Lotto ticket for later presentation at the turnstiles.

This initiative follows in the footsteps of the GAA who have sold over 220,000 tickets in 2012 through the shops. SuperValu and Centra stores combined have an average weekly footfall of 20,000 customers per store and the list of participating outlets is growing steadily.

Michael O'Rourke, HRI's Director of Strategy and Marketing said:  "Racing and the GAA enjoy an overlap in customers, with broadly complementary fixture lists and venues widely distributed around the country, so it seemed a natural fit and best use of this technology to have tickets for both sports on the system. The start of the National Hunt season is an ideal time to have it up and running."

"Ticketing initiatives were one of the objectives set by our Strategic Marketing Report so we developed this package with Tickets.ie on behalf of the four HRI racecourses initially to see how best to promote and develop it. We have presented the scheme to many of the racecourses to encourage widespread uptake which will really maximise the impact nationally. Limerick has already come on board and we expect many others to follow suit."

Racing and the GAA enjoy an overlap in customers, with broadly complementary fixture lists and venues widely distributed around the country, so it seemed a natural fit and best use of this technology to have tickets for both sports on the system.
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