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    York Racecourse

    Bespoke ticketing platform and e-commerce solution for one of the UK's most prestigious sporting venues

    Client

    York Racecourse

    Sector

    Hospitality & Events

    Duration

    Long-standing partnership

    Key Result

    Sustained online sales growth

    York Racecourse

    Overview

    York Racecourse is one of the UK's leading and most prestigious racecourses, hosting over 18 race days each year alongside a growing calendar of concerts and ticketed events. They needed a digital partner capable of delivering a world-class ticketing and e-commerce platform that could scale with the venue's ambitions.

    The Challenge

    The racecourse relied on fragmented ticketing systems that couldn't handle the complexity of reserved seating, season tickets, hospitality packages and third-party concert bookings. The customer journey from browsing to checkout was slow and friction-heavy, resulting in high cart abandonment rates.

    Content management required developer involvement for every update, leaving the marketing team unable to respond quickly to the fast-paced racing calendar. Mobile engagement was poor, and there was no paperless entry system — creating long queues and operational bottlenecks on race days.

    Our Solution

    We designed and built a fully bespoke ticketing and e-commerce platform that manages the entire event lifecycle — from event creation and ticket sales through to reporting and analytics. The system supports online and offline sales, reserved seating allocation, season ticket management and electronic gift cards.

    A paperless entry and e-ticketing solution was rolled out, eliminating physical ticket printing and dramatically reducing queue times. Print-at-home ticketing and mobile integration give customers flexibility in how they access events.

    A custom CMS gives the marketing team full control over event listings, promotions and content updates — publishing changes instantly without technical involvement. Automated social media sharing and email marketing integration extend reach across digital channels.

    The Results

    Sustained growth

    Online ticket sales

    Markedly improved

    Checkout completion

    Minutes, not days

    Content publishing time

    Now the primary channel

    Mobile engagement

    "The tone of voice is perhaps more remarkable than the depth of knowledge; it adopts the same welcoming, conversational tone as our in-real-life team. The support tools to monitor conversations and teach the nuances are excellent."

    James Brennan

    Director, York Racecourse

    Services we used

    Website & Ecommerce

    Bespoke website design and ecommerce development for UK businesses — high-performance, conversion-optimised sites built for speed, SEO, and long-term revenue growth.

    Software Development

    Custom software development UK — bespoke cloud applications, enterprise platforms, APIs, and database systems built for security, scalability, and performance.

    More work in this sector: Hospitality & Sport

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