Media Release: Serendipity EMS goes to the dogs with £1 million contract


TROON-based Serendipity EMS has won its first contract in the dog racing sector with a £1 million deal to supply The GRA with a pioneering ticketing system.

The firm’s E2E (End-to-End) software has now gone live in GRA’s four dog tracks at: Manchester, Belle Vue; Birmingham, Hall Green; Birmingham, Perry Bar and London Wimbledon.

Nanette Aitken, founder of Serendipity EMS, said: “Having learned that the dog racing industry was reviewing its event management system, I recently met with The Greyhound Board of Great Britain’s central marketing committee which has responsibility for recommending investment for the sector.

“Having demoed our product, I’m delighted that The GRA, the leading dog track owner, has since chosen to take on our ticketing system with a view to recommending it to all dog tracks throughout the UK.

“This marks a significant contract win for us as it takes us into a new market sector which a contract value of £1 million over five years. We’re very excited about it as it shows that our product is suitable for a range of market sectors.”

Clive Feltham, managing director of GRA, said: “Having reviewed various reservations / marketing systems, we were very impressed by Serendipity’s demonstration of its system’s capabilities.

“Whereas it had not previously been used in the dog racing sector – and we differ from other betting sports insofar as we offer an all-inclusive package – we were most impressed by Serendipity’s commitment to customising its system to suit our particular requirements.

“The first phase of the software is now fully installed as an all-singing-all-dancing reservations system and we are really looking forward to the installation of the second phase, which will activate the marketing element of the system.

“As we operate 52 weeks a year with several races a week, the marketing element of Serendipity’s software solution will realise significant efficiencies for our organisation.”

Serendipity EMS’s pioneering E2E software is currently revolutionising Customer Relationship Management (CRM) through the unification of all aspects of an organisation’s trading activity.

Says a spokesperson: “Whilst CRM originated as a model for managing an organisation’s interactions with current and future customers through the use of technology to organise, automate and synchronize sales, marketing, customer service and technical support, the failure of many systems to realise their full potential has led to the development of E2E software, which is now changing radically how many organisations do business.

“Serendipity EMS deploys a CSM (Cohesive Sales & Marketing) module to deliver true CLM (Closed Loop Marketing), making the entire sales process transparent, highlighting where sales originate and, more importantly, which marketing collateral is responsible for driving sales.”

Following its entry into the dog racing sector, Serendipity EMS is now actively seeking to introduce its systems into the football market.

“I’m actively seeking to strengthen the company by introducing our product into more marketplaces,” said Aitken. “That will help us build the value of the company and, ultimately, our aim is to float.”

The Serendipity EMS system benefits from a horizontal approach to business and, unusually, is operated by SMEs across the UK, including racecourses, theatres, sports halls, arenas, stadiums and other venues.


For further information please contact Nanette Aitken on tel 0800 0744748

Issued on behalf of Serendipity EMS by Liquorice Media tel 0141 297 1699

Date: 27th  May 2014

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