Spektrix, the cloud-based ticketing platform for the arts, has been selected by The Marlowe theatre in Canterbury to improve its online booking experience.

The ticketing firm replaces the major theatre’s disparate e-commerce, fundraising, CRM and marketing tool with one integrated system it hopes will provide a deeper insight into customer behaviour.

The Spektrix single solution uses comprehensive data to identify sales trends and illustrate audience preferences. It also allows box office employees at the 1,200-seat theatre in Kent to automate certain tasks, saving time, money and energy.

“It wasn’t just about buying new software. We were clear from the beginning that we wanted to streamline old processes and become more efficient,” said John Baker, head of marketing and communications for The Marlowe.

“In the past, we had to create multiple spreadsheets in order to understand trends. Now we can have a holistic view of each customer at the touch of a button, and see all the various ways they connect with the organisation.

“It makes it much easier to identify likely candidates for a fundraising ask, or a package, or an incentive for rebooking.”

Baker added: “Spektrix has been brilliant in terms of helping us prepare for the on-sale around the launch of our autumn brochure. They‘ve supported us brilliantly during the transition from our old systems and our box office team really likes it. Training people up was quick and straightforward, and we are already seeing an impact with a greater percentage of sales moving online.”

IMAGE: Steven Lilley