By increasing the online visibility of the entire catalogue, the audience development team has seen a significant increase in on-line sales of certain products, such as guided exhibition tours, which have gone from an average fill rate of 40% to 90%.
With detailed knowledge of purchasing behaviour, the audience development team can create differentiated offers. Cécile Venot continues:
“We now have a 360° view of our customers’ purchasing experience for all our services. A simple look at the contact sheet tells us if a member has bought a ticket for an event. This visibility allows us to better segment our audiences and create offers in line with their expectations. In addition, we are now able to measure the impact of our campaigns on ticketing revenue, allowing us to adjust our strategy continuously and ensure better operational management. This tool has opened up a whole new range of possibilities.”
The deployment of SecuTix has also made it possible to optimise certain management processes, such as group sales. The audience development team has dematerialised certain processes, such as sending confirmations for group visits or the sale of memberships, which are now available online from the Centre Pompidou call centre.
Christian Binelli, Managing Director of SecuTix France concludes: “It is hugely satisfying to have succeeded in modernising the box office of a cultural establishment the size of the Centre Pompidou in such a short time frame. Ticketing is a sensitive area that affects revenue, the quality of the service offered to the public and acceptance of change for the teams. The success of the project on these three points underpins our choice of a SaaS solution and confirms our skills in supporting major projects. I’d like to take this opportunity to congratulate the management of the Centre Pompidou for wholly embracing a very broad and far-reaching vision of this project, an essential factor for success in the digital transformation of cultural establishments.”