What role does SecuTix play within your member community?
We have a network of 3,500 members and it’s vital to maintain a good relationship with each of them throughout the season to encourage them to renew their membership for the coming season.
SecuTix allows us to precisely identify our members in our database and to get to know them better using indicators such as, for example, the total spent by an individual during a season.
Then we can interact with this community through newsletters aimed at loyalty or upgrading.
With regard to upselling, we use SecuTix to introduce new services or areas that weren’t included in their initial membership pack. We use the benefits to offer them a reduced parking tariff for the next match, or suggest incentives for them to try out a seat in a higher category. In addition, we regularly remind them of the benefits that are reserved for them. In fact, we aim to stimulate our members throughout the season through attractive offers that will make them want to renew their membership or upgrade.
To foster loyalty, we highlight certain events for our members. For example, all our members receive an email from us on their birthday. SecuTix has enabled us to automate this sort of campaign. Previously, we had to send an individual email to each member, which took a lot of time. Now, we set up the birthday campaign at the beginning of the season and it all runs automatically. The campaign runs in the background and thanks to the principle of dynamic targets, we know that each member will receive an email on their birthday with a gift token. This type of personalised attention allows us to develop a close relationship with our members and increases their loyalty from one season to the next.
How do you see SecuTix marketing module being used next?
We currently have a database of 22,000 contacts who have created a user account in our ticket shop since 2012. These contacts are occasional HAC customers, members or families who have bought concert tickets, together with fans who support us but have not yet made a purchase. Now we can use SecuTix to involve and engage this community through emails. The next step is to conquer other audiences, in other words to enrich our email database in order to widen the scope of our promotional activities.
This is a real ‘data’ challenge. At the moment, SecuTix gives us the means to animate and engage our community, but the starting point remains the email address. So we’ll be looking closely at the data import module of the tool in order to increase the number of addressable contacts in our database, for example by importing files from other services or external sources. We’ve already set up campaigns to encourage new contacts to create a user account, including through Facebook competitions, promotional offers and the use of re-targeting techniques. The potential is enormous, it just needs to be converted. We have 80,000 fans on Facebook. This community is certainly already ‘engaged’ with us, but the next step is to encourage them to create a customer account. Once in our databases, it’s up to us to motivate them so they buy their tickets via one of our sales channels and not at FNAC!