400%
growth and 10 years
of digital transformation.
How the New York Road Runner’s Association’s ambitions in the early 2000’s led to a 10-year digital business transformation journey and 400% growth.
In 2009, the ambition of the New York Road Runners’ Leadership far exceeded the maximum capacity of the New York Marathon.
At the heels of the New York Marathon’s continued rise in popularity, attempts to launch new digital experiences and to digitize the operations of the events fell far too short. The new mobile app to enable its runners and digital programs to facilitate event operations struggled under the stress of an event as large and as complex as the 2009 New York Marathon. In 2010, the truth could not be any clearer for the New York Road Runners leadership team: ambitious plans and bold imaginations require a stable foundation of technology and infrastructure.
The Journey
A 10+ Year Digital Transformation Journey.
In 2010, New York Road Runners embarked on just such a journey with Icreon. While Point A required bringing operational efficiencies and technical infrastructure to event planning, race logistics, guest experience, and e-commerce, Point B however led to a much bigger question – How do we expand, evolve and ignite a global running community?
Strategy
Technology Strategy and Planning
Customer Experience Journey Mapping
360-degree View of the Customer tracking
E-commerce
Subscription & SaaS-based transactions
Flash-Sales Implementations
Drawing and Lottery-based Commerce
Operations
MarTech platform and process creation
PMO and IT Org Structure Consulting
DevOps and Continuous Improvement Practice
Future thinking
Dynamic Race Capacity Planning
Virtual Running Service Offering
Journey to the Cloud Planning & Execution