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PRODUCT NEWS
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| Bull management system for Northern Racing |
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| 14 Mar 2007 . BY |
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Bull Information Systems is providing a £1.2m CRM-based billing, ticketing and marketing system for racecourse operator Northern Racing.
The new platform is designed to transform the group's ability to manage its UK racecourses, which together host approximately 200 race meetings or 13 per cent of the UK's annual horseracing fixture list.
Bull is the prime contractor for the implementation of wired and wireless sales point infrastructures at Northern Racing's nine courses. The new infrastructures will be integrated with partner Serendipity Interactive's Eventmaster dedicated ticketing software system.
Using Eventmaster, each attendee is issued with an encrypted ticket which staff - equipped with wireless handheld scanners - can check before allowing entry into the racecourse or area. Phase one of the implementation took place in the autumn of 2006 with roll-out at three of the group's locations; the remaining six courses are due for installation in spring this year.
Northern Racing introduced the systems to address the difficulties of crowd control on race days and stop criminal gangs producing forged tickets and membership cards. The company also took the opportunity to develop a wider CRM platform at each site and for group management to ensure web-centric sales, marketing and membership administration for all operations.
Each course's ticketing system is hosted on Bull's NovaScale Universal resilient servers with wired and wireless Cisco infrastructure connected to touch screen till points, wireless card scanners, and membership and general card printers.
Their billing systems are supported by central business continuity servers, with implementation being handled by a Bull systems integration team in conjunction with a software team from Serendipity.
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