At Cubs Spring Training, It's Data by Design
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Think spring training doesn’t count? The exhibition games played by Major League Baseball teams every March in Arizona’s Cactus League don’t affect standings once the real season begins, but there’s still a lot at stake. And for the 2016 World Series Champions the Chicago Cubs, what happens at its spring training facility in Mesa, Ariz., isn’t just about their performance on the field. It’s about what’s selling in the team store.
Based on a month of spring training sales, items like player hats with an Arizona-themed patch and official 2017 Cubs Spring Training logo items such as balls, magnets and pins came out on top.
The Cubs transitioned to a new point-of-sales system, Bypass, in 2014 but the team continues to explore additional ways to employ the data the software helps gather. This spring at Sloan Park, where fans traveled from across the country to see the Cubs face off against the Cincinnati Reds, crosstown rivals the Chicago White Sox, and even the World Baseball Classic’s Team Italy, the Cubs Business Operations group for the first time tracked how well particular design elements featured in spring training-themed merchandise such as T-shirts, polo shirts, sweatshirts and lapel pins sold.
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