Key takeaways
- Seamless Integration: Learn how Peppered’s enhanced cross-selling features integrate effortlessly into the ticket purchasing process, making it easier than ever to offer additional experiences like dinners and pre-show events.
- Boost Revenue: Discover how venues like Chassé Theater increased their sales by offering cross-sells, resulting in over 1,100 dinner packages sold during a musical's run.
- Enhanced Visitor Experience: Understand how these new functionalities can enrich your visitors' experience by offering them a complete evening out, from performance tickets to dining options.
- User-Driven Improvements: Explore the collaborative efforts of Peppered users and IT Efficiency that led to the development of these improved cross-sell features, ensuring they meet real-world needs.
- Flexible Options: Find out how you can offer cross-sells not just at the point of ticket purchase, but also later through e-tickets and the 'My Theatre' setting, giving your visitors multiple opportunities to enhance their event experience.
- Proven Success: Read about the successful pilot at Chassé Theater and how the new cross-sell features led to smooth, self-service sales without the need for additional staff intervention.
Enabling cross-sells to drive additional revenue streams
Does your event include a dinner or a pre-show introduction? If so, cross-selling is the perfect strategy to boost sales and enhance the overall experience for your audience. Peppered has long offered cross-sell functionalities, but with input from a dedicated user group, we've refined and expanded these features. Now, you can offer complementary events seamlessly during the ticketing purchase path, on e-tickets, and within the 'My Theatre' setting. The Chassé Theater's successful pilot with the musical Les Misérables showcases the potential of these enhancements, achieving over 1,100 dinner package sales.
Cross-selling is all about suggesting products or services that go well with what customers are already buying or have bought. Peppered's purchase path been enabling cross-selling for a while, but thanks to some great feedback from our users, we've made some exciting improvements. Now, your patrons can purchase related products using the same payment methods they use for tickets. Plus, we've made them easier to find on e-tickets. What's more, patrons can still buy related cross-sell products after they've booked their main event tickets. This is done via the ‘My Theatre’ section on your website, where patrons will see all the available cross-sells.
Successful test with more than 1,100 dinners booked at Chassé Theater
The Chassé Theater has already achieved considerable results after a period testing these new cross-selling features.
Renske Breit, Publicity & Marketing Employee at Chassé Theater, explains:
“We had tested a cross-sell in combination with the musical Les Misérables, for which we had a collaboration with a restaurant from Breda. During the three weeks that the musical played here, they had taken over our in-house restaurant. People who were going to buy tickets for the musical could now immediately order a three-course dinner during the ordering process on our site.
“This test took place two months before the musical played here and the performance had been on sale for a year, so there were also many people who already had tickets. We sent this group of visitors an email with the message that they could now book dinner to make it a complete evening out. In this mailing, we shared a link to the ‘My Theatre’ environment on our site, where the visitor could book the arrangement. That was very successful!”
The musical had 21 performances in the Chassé Theater with a maximum of 80 people joining the dinner each time. In total, the theatre sold no less than 1,100 of these cross-sells. Renske reflects on the success of this new cross-selling feature: “It went really well! The sales numbers continued to rise without any calls or emails being made to the cash register. It was therefore also very nice to see that it was clear to the visitors how they could order the package. We will therefore use cross-sells more often in the future.”
About the project
At the end of 2021, the Wilminktheater in Enschede launched an initiative to form a Peppered user group. This group included theatres such as De Lawei, Theater de Veste, De Leest, De Kring Roosendaal, and Chassé Theater, all of whom use both Itix and Peppered ticketing systems. Together, their goal was to enhance these systems, with a particular focus on improving the integration between them.
Facilitating this effort was IT Efficiency, a digital project agency specialising in the cultural sector. As an independent party, they led the project, ensuring clear communication and coordination between Peppered and the theatres. This collaboration resulted in a streamlined and efficient project. We continue to partner with IT Efficiency on various projects, benefiting from their project management expertise, which allows us to concentrate on developing optimal technical solutions. Following an assessment of the user group's feedback, it became evident that enhancing the cross-sell functionality was a top priority.
From prototype to new functionalities
Peppered joined the project group to further shape and ultimately build the desired new functionalities for the cross-sells. We developed a prototype with various options, on which the working group could provide feedback and test it to indicate what the visitors were still encountering.
“It was nice to be able to think together about how we wanted those cross-sells to look like in the ordering process and that we could then also test this. The result contributes very nicely to the filling of the halls and the experience of the visitor,” says Renske. Ideally, the Chassé Theater also wants to offer drinks with this tool, for which the possibilities are currently being discovered.
Peppered joined the project group to help shape and build the new functionalities for cross-sells. We developed a prototype with various options, allowing the working group to provide feedback and test it to understand visitors' experiences better.
“It was nice to be able to think together about how we wanted those cross-sells to look in the ordering process and that we could then also test this," says Renske. "The result contributes very nicely to the filling of the halls and the experience of the visitor.”
Additionally, Chassé Theater aims to expand this tool to include drink options. We are currently exploring these possibilities.
Using cross-sells
If you're not using cross-sells within Peppered, have a look at the manual for more information.
Next steps
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