SecuTix, the global provider of a SaaS ticketing engagement platform for the sports, culture and leisure industries, has announced that the Centre Pompidou has implemented SecuTix 360° to manage ticket sales across multiple channels and increase customer loyalty through targeted marketing campaigns and tailored promotional offers.

Officials at the famous Paris cultural venue, which holds the vast Bibliothèque publique d’information and Musée National d’Art Moderne, began to consider overhauling their ticketing services towards the end of 2013.

At that time they considered three major objectives; facilitating the sale of all services via the online ticketing site, improving audience targeting capabilities, and, finally, consolidating the information system.

Following competitive evaluation of three providers, the Centre Pompidou selected SecuTix.

“Beyond the rich functionality of the tool, it was the integration of ticketing and Customer Relationship Management (CRM) around a centralised contact point that really convinced us”, said Cécile Venot, head of the team in charge of audience development at the Centre Pompidou.

By increasing the online visibility of the entire catalogue, the audience development team has seen a significant increase in online sales of certain products, such as guided exhibition tours, which have gone from an average fill rate of 40 per cent to 90 per cent.

Venot said: “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.”

Christian Binelli, managing director of SecuTix France, said: “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.”

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