How De Singel stopped manually processing subscriptions sales and increased the sales at the same time.
About De Singel
De Singel is an impressive architectural ensemble on the outskirts of Antwerp and is both a home for the contemporary, critical and interdisciplinary canon and a breeding ground for artistic creation, new trends and insights. De Singel sells an extensive amount of subscriptions which include hundreds of events so when they start selling those each year it is important to the administration and the Box Office team the sales go as fluently and efficiently as possible.
Some of the advantages of selling events in subscriptions is getting the customers to commit earlier. By offering subscriptions you can offer the regular customers better prices and yourself a better overview of the sales earlier on in the sales period, which gives you more predictability for the event ticket sales.
De Singel Focused on Making Subscriptions Sales Simpler and More Efficient
The subscriptions De Singel offers for sale have been popular in the past seasons and sell well, but the challenge was there was a lot of manpower and manual work that went into selling them so successfully. It also took days to process them. De Singel wanted to process and manage the subscription sales in a more effortless and simpler way, so they wouldn’t have to spend so many days on achieving that goal.
Another challenge De Singel faced was to be able to share subscription sales with Antwerp Symphony Orchestra and Opera Ballet Vlaanderen, these are 3 different venues that are run separately but want to work together, helping each other sell more tickets. They wanted to sell one subscription that contains events from all these venues, without losing any control of the capacity and ownership of the events and the customer data.
De Singel Sold More Event Tickets in 66% Less Time than Before
De Singel set 37 different subscriptions on sale which include 171 events. They also started general sales for 54 other events one week later. They had 2 peak sales days where around 60% of the total sales of the subscriptions were sold and over 90% of them were sold fully automated via the web. It was a great success and saved the employees at De Singel a lot of work because until recently the box office employees had to process all of these sales manually which is incredibly labour intensive.
They managed to sell more event tickets in much fewer days than they used to do. Tixly made it possible to sell combined subscriptions for multiple organizations sharing the events, that are also easily renewable with minimum effort from the organizations.
"Our experience regarding subscription sales is very positive. Tixly has a very user friendly buying flow and is up to date with current needs. The sales went very smoothly, it was well prepared by everyone involved. Ticket buyers were able to use the features - which were also very new to them - without any issues and found it very easy to understand. Because of direct online sales the box office employees have more time to use for different tasks and make use of Tixly as a marketing tool, as the days where systems are one-dimensional are mere relics of a bygone age. Our general and artistic directors were very impressed with the dashboards that allowed them to follow the sales on peak days in real time. It is also very easy to use the app to see the sales numbers increase, which can be a bit “addictive” - but we loved it!"
Pierre Van Diest
Administrative Director at De Singel