The Challenge: NYRR's Operational Complexity: Fragmented Systems and Manual Processes Hinder Efficiency
After Icreon’s initial digital technology assessment with NYRR, one thing became clear: a single system that powers all events and operations is necessary for digital maturity. The Icreon team had gone through a deep dive discovery of the technology landscape, and a blueprint now existed that laid the groundwork for the ideation of an enterprise application.
On the platform side of the business - there were several fragmented, standalone systems that were siloed and not communicating information in real time. On the process side – components like bib assignments, marathon drawings, and payments were being processed manually. That meant NYRR required a single unified system that integrates all mission-critical systems, while simultaneously automating processes and workflows.
The Solution: Developed A Unified Enterprise Solution ‘FRED’
To tackle the challenges, Icreon devised a comprehensive solution. The concept of FRED, an enterprise application, was introduced to create cohesion within NYRR's operations. FRED aimed to consolidate data, automate workflows, and streamline processes, paving the way for a more efficient organizational structure.
For the first time in NYRR’s 50-year history, there was a unified platform for the business to run on – all thanks to FRED. The new enterprise application, eventually titled FRED in homage to the organization’s founder, would need to consolidate and digitize a multitude of technologies and processes within the organization, ultimately becoming their north star.
From race drawings to ecommerce purchases – all operational data was now flowing into one place, giving departments across the organization complete visibility into the customer experience. Today, this platform is used across the entire business to deliver impactful experiences by analyzing customer behavior and creating new and unique products.
The Result: FRED Delivers Unprecedented Gains in Terms of Revenue Surge, Race Capacity Boost, and Faster Sign Ups
With FRED's implementation, NYRR underwent a transformative shift. The enterprise application seamlessly integrated fragmented systems, optimizing processes and enhancing efficiency. The remarkable outcomes were unmistakable: a remarkable 5-fold increase in revenue, an impressive 200% surge in race and event capacity, and a game-changing 10-fold reduction in the time taken from sign-up to check-out, underscoring the power of FRED's impact on NYRR's operational landscape.