CLM Implementation At Tab Limited | Case Study ⚐ Comarch

About Tab Limited

Tab Limited (Tabcorp) is a world-class diversified gambling entertainment group and one of the largest providers of wagering and gaming services in Australia.

Employing more than 5,000 people, the company is well known for their iconic brands (including TAB, Sky Racing, and MAX) and for being a sponsor of prestigious events such as the Melbourne Cup Carnival and The Everest which are Australia's most famous annual thoroughbred horse racing events.

Each year, Tabcorp's operations return billions of dollars to the Australian community, the racing industry, and venue partners, including newsagents, clubs and hotels. The company is also listed on the Australian Securities Exchange (ASX).

Key Business Challenges

In 2018, Tabcorp was looking for a new loyalty management software provider that could help the company support their popular Tab Rewards loyalty programme. Tabcorp was clear about wanting to work with an IT vendor that had proven experience in carrying out similar loyalty projects and whose products and services are reliable, secure and highly effective.

As for other requirements the company wanted the new loyalty management system to be implemented using the software as a service model. It also emphasized the criticality of fast delivery in order to meet the demanding business objectives. Having over 2 million active users of their services and a lot of data to be migrated, Tabcorp expected a problem-free transition from the legacy loyalty management system to the new solution.

Business Challenges

The Solution

Selected via a formal RFP process, Comarch provided Tabcorp with Comarch Loyalty Management (CLM), an AI-powered system that allows any client to build and run data-driven loyalty programmes and highly personalized customer experiences. For this project, Comarch has also delivered a custom-made member portal along with Comarch CMS (Content Management System), which allowed Tabcorp to seamlessly update the content on the portal on their own.

In order to deliver the platform as fast as possible, Comarch relocated several staff members to Australia – even before the contract was signed. As a result of Comarch’s commitment and determination, it took only 4 months to reach the go-live date, which was a record-breaking implementation of such a major system both for Comarch and Tabcorp.

What made this achievement even more impressive was that it was the first full deployment of Comarch Loyalty Management on public cloud, which required our team to optimise the architecture of the application in a matter of weeks.

Following the go-live the CLM system has been stable and working as expected. The reliability of CLM was first put to a major test at the Melbourne Cup event, during which it showed above-expectation performance. During the busiest periods Comarch Loyalty Management processed more than 50 million transactions per month – which was well above service level expected by Tabcorp.

The Benefits

The CLM system allowed Tabcorp to run complex customer engagement programmes in a multi-jurisdiction environment, with each jurisdiction having its own loyalty programme rules.
The system provided enough processing power to handle a large number of member transactions, even in peak periods (ie. the Melbourne Cup event).
Thanks to the flexible business rules engine, CLM gave Tabcorp unlimited options in terms of creating advanced programme mechanics and executing sophisticated loyalty campaigns.
Tabcorp were able to use the data collected from its loyalty programme to develop personalised marketing campaigns in other systems.