Icreon transformed New York Road Runners' digital landscape, empowering the running community by delivering personalized, omnichannel experiences.
Key Takeaways
Direction
Speed
Velocity
The Challenge
With the successful launch of FRED and the public facing NYRR website, for the first time in the organization’s history, customer data from different platforms was flowing into a centralized database. The next challenge emerged – transforming the organization's systems to cater to the distinct needs of various customer personas. With diverse interactions within the running community, the task was to seamlessly align technology and customer experiences.
Together, Icreon and NYRR worked on understanding the different customer journeys so that the team could build personalized, meaningful experiences for runners across the globe.
"Working with Icreon has allowed us to make our processes more efficient, while at the same time, and most importantly, providing a more personalized experience to our members."
Fred Lebow- FOUNDER, NEW YORK CITY MARATHON
Our Solution
NYRR's vision was to craft a digital platform that personalized and enhanced the runner’s journey while fostering a deeper connection with its community. Together with Icreon, the focus shifted toward designing tailored, meaningful experiences for diverse user personas, supported by advanced data integration and technology capabilities.
Velocity Direction
Icreon’s team began by conducting workshops to deeply understand NYRR's audience personas, ranging from marathon runners to families and volunteers. Using these insights, the team developed a strategic framework, outlining key touchpoints and defining how FRED’s centralized data could serve as the foundation for dynamic personalization.
Velocity Speed
To achieve this vision, Icreon selected Sitecore as the ideal Digital Experience Platform to bridge NYRR's existing systems with new capabilities. Through iterative design and development, the team integrated data points from FRED, enabling seamless interactions between race history, event registrations, real-time tracking, and e-commerce transactions. Personalized journeys were created to adapt dynamically, responding to individual user behavior in real time, setting a new standard for speed and agility in campaign rollouts.
Velocity Achieved
The solution transformed NYRR’s digital ecosystem into a fully integrated, personalization-driven platform. Real-time insights and 1:1 customer engagement improved operational efficiency, elevated user satisfaction, and drove measurable business results. The new platform allowed NYRR to create a more connected community, foster loyalty, and set a precedent for what a truly dynamic digital experience could look like.