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Webtickets Strictly Confidential Page 2
Webtickets Strictly Confidential
TICKETING: SECRET TRUTHS AND TIPS ABOUT
SELLING TICKETS
Company highlights
• Launched in 2007, one of South Africa’s fastest growing e-
commerce businesses.
• Operations in South Africa, Botswana, Zimbabwe, Ghana and
Namibia.
• 25-35% market share in ticket industry – In excess of 3.5m
tickets sold p.a. across sales platforms.
• Strong and growing customer loyalty, with significant repeat
customers - over 1m registered customers.
• Partnered with PnP in Nov 2014 as its exclusive ticketing retail
partner.
Page 3
Webtickets Strictly Confidential
Page 4
1) Traits of the ideal ticket system
2) Real world case studies
3) Q&A’s
TICKETING: SECRET TRUTHS AND TIPS ABOUT
SELLING TICKETS
Webtickets Strictly Confidential
Page 5
Traits of the ideal ticket system
1) Accessibility to the ticket system
1. High traffic website
2. Trusted retailer for booking and payment
3. Native App
4. API: Application programming
5. Loyalty programme
Build it and they will come……..not
Webtickets Strictly Confidential
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Traits of the ideal ticket system
2) Future proof and continuous innovation
• Trade off between bespoke systems or partner with a ticket platform like Webtickets
• Ticketing has significantly changed over past few years and will continue
• Continuous investment in technology to meet expectations of customers
• Been customer centric should be central for planning but be careful of development for the sake of doing it
Webtickets Strictly Confidential
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Traits of the ideal ticket system
3) Data gathering and knowing your customer
• Amazon model
• Best sellers
• Understanding past purchase history
• Tailoring the customer experience
• Returning customer
• Birthday special or member
• Alerts and communication
• Crafting packages and bespoke experiences
• Building CRM
The importance of knowing your customer
Webtickets Strictly Confidential
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Traits of the ideal ticket system
4) Keeping it simple and Relevant
Webtickets Innovative App – the Uber of Ticketing
• Two click purchase of tickets
• Scanning of QR codes for quick purchase
• Ability to load cards on App for quick purchase
3 click purchase of tickets
1: Scan Event Code 2: Pay with Card Tickets
Webtickets Strictly Confidential
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Traits of the ideal ticket system
5) Robust platform, trust and experience
• System failure is becoming more common and more expensive
• Season demand causing peaks
• As more services become digitised the bigger the issue when systems go down
• Very difficult to stress test a ticketing system as modern system relies on many partners
• Need business continuity plan that can be switched on in “minutes”
• Always have a plan B and plan C
Webtickets Strictly Confidential
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Traits of the ideal ticket system
6) Marketing opportunities
Ticketing platform must be integrated into your
marketing strategy
• Integration of ticket system into social media
• Packages and special offers
• Amazon model
• Best sellers
• Like minded purchases
• Understanding past purchase history
• Loyalty plan or membership program
• API and 3rd party marketing channels
Webtickets Strictly Confidential
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Case Study: 1
Scenario 1: Create a media and customer hype by
offering heavily discounted tickets
• Massive engagement on social media
• Huge demand for tickets, over 22 000 browsing customers looking for less than 500 tickets in less than two hours
• Webtickets, need to cater for that demand, while not impacting normal services
Scenario 2: Integrating into PnP Smart shopper
program so that can purchase tickets with points
• Customers can purchase tickets using another source of funds
• Improves sales
• Improves customer loyalty
Webtickets Strictly Confidential
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Case Study: 2 – Robben Island
Scenario 1: Customers need to change tickets to
different date and/or time
• Webtickets developed application where customers could change own tickets within rules : R50 per ticket fee
• Reduce staff time and extra revenue stream
Scenario 2: Customers to quickly purchase tickets
while there were queues at ticket office
• Option of Self kiosks Vs Native App
• App approach is cheaper and people very comfortable on phones
• Drawback that need app on phone but offer free wifi
Webtickets Strictly Confidential
Q & A’s
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