Case Study: Cardiff City FC achieves 12.5x ROI with dotdigital

How Cardiff City FC scored a 12.5x ROI with cart abandonment triggers

Cardiff City FC needed a fast, low-maintenance way to recover missed sales across both ticketing and retail, without heavy development work. Working with dotdigital and its Fresh Relevance product, the club looked to target fans at the right moment when cart abandonment was costing revenue.

dotdigital implemented a two-phase cart abandonment programme with Fresh Relevance: a personalized 30-minute reminder and a follow-up email after 24 hours. The setup was quick, handled largely through Google Tag Manager, and went live within weeks. The result was a 12.5x ROI, with lost sales being recovered straight away.

Cardiff City FC

James Askey

Head of Marketing