A victim of its own success, the brand behind the Melbourne Cup was struggling to retain patrons in Gen Y and Z outside of its peak season event: the Melbourne Cup Carnival. With a membership pool of ~30,000, the distribution of ages at VRC was skewed towards GenX and Baby Boomers, and VRC was struggling to understand how it could be more valuable as a club to prospective young members.
Tiny CX was engaged in a research project to understand the value drivers for four distinct groups of the prospective VRC membership pool and uncover what it was going to take for VRC to turn “fair-weather attendees” into fully-fledged members.
Using our CX Research methodology, we were able to uncover a total of 18 unique value drivers across 4 segments when it came to crafting a more valuable membership experience. These insights have provided Victoria Racing Club with a roadmap as to how it can optimise its membership experience so that it attracts and retains loyal membership from Gen Y and Z.