Last updated: 4 April 2019 - Read time: 3:48 min
Ticketing via API: overview of a world of possibilities
Whereas a website, email service and ticketing system are not particularly intelligent systems when used separately, they form a powerful synergy when used together.
A world of possibilities
Peppered lets you link your ticketing system to the Peppered Platform via an API, which turns the entire online process into one unified whole for visitors. By doing so, we make sure that your ticketing and marketing processes work together. This provides access to a number of powerful features:
- Visitors get a personal account environment on the website
- Log in with light login (just an email address) or with one click via Facebook login
- Always logged in to the website. The website is a personal environment where you can place orders quickly
- Venues receive more information about their visitors
- Venues also receive information about potential visitors
- User-friendly flow for visitors: they do not have to leave the website to purchase tickets
- A personal website, friends, ambassadors etcetera receive personal treatment
- Integrated ticketing lets you sell more (different) events per visitor
- Easily switch to a different ticketing provider if necessary
- Measure in revenue instead of clicks
You may recognise the account environment from well-known e-commerce websites such as Bol.com. In their account environment, visitors can access their history, view their e-tickets, update their address information, etcetera. Furthermore, the website always keeps them logged in. When they return, visitors are given a personal welcome and they do not have to log in every time they want to place a new order.
Information about potential (!) visitors
With integrated ticketing, we can recognise customers on the website before they begin the order process. Compare this to a physical store, where you want to react to the people in your store, what they are looking at and what they might be interested in, instead of only looking at your balance statement to see who bought what. For example, we can determine at the personal level who viewed certain pages before leaving the website. With that information, you can specifically target the people who looked at a certain performance or added something to their shopping cart. These are all powerful signals that indicate people’s latent interest.
User-friendly flow for visitors
When the website is connected to the ticketing system via the API, there is literally only one website. Visitors can choose their events, add them to their shopping cart, look around a bit more and then complete their purchase. They are never directed to a different system, which significantly enhances the user experience.
A personal website
When you can recognise people as soon as they arrive at your homepage, you can give them a personal welcome (Welcome back, Steve!). Furthermore, you can also award your visitors personal privileges. Perhaps there are those among your visitors who are allowed to view a certain part of the programme before anyone else, or those (e.g. teachers) who can book tickets exclusively or at discounted rates?
Sell more (different) events per visitor
By integrating the ticketing process into the website, it becomes possible to incentivise visitors to purchase more or other events at many different locations on the website. Once again, this is comparable to a physical store, where you encounter small incentives throughout the store to add more products to your shopping cart. These are products that you are interested in, even though you had not originally planned to purchase them. Pilots have shown that this approach can increase the number of people who purchase more than one performance at the same time by a factor of 2.4. This is a demonstrably effective solution with which to steer people who would normally only purchase a single performance or concert at a time towards becoming season ticket holders. This is an invaluable advantage in a time when “serial sales” are under pressure.
Easily switch to a different ticketing provider if necessary
This also means that venues can switch to a different ticketing system easily, should they wish to do so for whatever reason. Nothing will change on the front end (for users). This means that important customer data, e.g. their online behaviour, their customer history and their accounts and logins etcetera, are always preserved.
Different operation ticketing systems - status November 2018
Because upgrading your online ticketing to online marketing involves a different approach, it makes sense that certain functionalities of the ticketing system are no longer needed, work differently or are no longer available. There are also differences between different versions of ticketing systems. We keep track of the main differences, of course. Want to know more about ticketing via API? Get in touch!
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