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Arts centre sees subscription surge through Tix partnership

Belgian arts centre DE SINGEL saw strong sales in subscription ticket sales and the streamlining of workflow after teaming up with Tix.

The centre, located in Antwerp, began selling its subscriptions for the 2021-22 season in May using the Tix system and saw immediate gains. It had switched to Tix due to a feeling its existing infrastructure was not in touch with modern needs and new possibilities that could have boosted productivity.

DE SINGEL set 37 different subscriptions on sale which include 171 events, and also started general sales for 54 other events one week later. It had two peak sales days where around 60 per cent of the total sales of the subscriptions were sold, with more than 90 per cent of them sold fully automated via the web.

The on-sale was deemed a great success, with patrons welcoming the ease of use.

Pierre Van Diest, administrative director at DE SINGEL, said: “Our experience regarding subscription sales is very positive. Tix 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.”

DE SINGEL also found the process beneficial for workflow as box office staff had previously carried out the labour-intensive task of processing sales manually.

Van Diest added: “Because of direct online sales, the box office employees have more time to use for different tasks and make use of Tix 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!”

Tix is a ticketing partner in the European market which handles and sells tickets for all kind of events.

Originally a Nordic ticketing partner operating in Iceland, Denmark, Norway, Sweden and Faroe Island, it is now expanding in the Netherlands, Belgium and the UK.

Hrefna Sif Jónsdóttir, Tix’s head of support, said: “What you can gain out of selling subscriptions is getting the customer to commit earlier. By offering subscriptions you can offer the regular customers better prices and yourself better overview of the sales earlier on in the sales period, which gives you more predictability for the ticket sales.

“You can also provide extra services, like better prices at the restaurant and hold specific seats for them each year, if that fits you. It gives you the opportunity to treat them as VIPs and strengthen your loyal customer base.”

She added: “Our focus is on the culture segment and subscription sales are very big and important for our customers, especially in the Nordic countries, where we started our journey so this has been a priority for us since we started.

“We provide great subscription/season cards/packages solution and have multiple options within that feature, such as same seats on all events in subscriptions, or flexible seating, pop up notification, buying flow, benefits giving extra discounts on other events, and many more.”

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