Eventim.Tixx has offered behind-the-scenes insight into three recent tennis events: the Boss Open, Bett1open presented by ecotrans Group and Mallorca Championships.
The events took place in June and July in Stuttgart, Berlin and Mallorca. The competitions in Stuttgart and Mallorca are ATP tournaments, while the Berlin event was a WTA tournament.
At the beginning of the partnership, the Eventim.Tixx product consisted of a SaaS (software-as-a-service) ticketing solution. Over the duration of the partnership, the product became a product platform that covers CRM, campaign management, merchandising, ticketing and membership management. In addition to ticketing software, e|motion, which organises the three events, also uses Tixx CRM as well as campaign management to advance the digitalisation of tournaments.
“For us as organisers, the topic of fan loyalty is a challenge before each new tournament season,” said Matthias von Grabowiecki, head of ticketing, e|motion sports. “The regular data analysis helps us to keep an eye on our customers so that we can implement our ticketing campaigns in a targeted manner. Likewise, the analysis forms the planning basis for our communication in order to push ticket sales not only in the decisive phases.”
Eventim.Tixx also noted that over recent years, the proportion of ticket sales online has grown to 84%, which is 250% more than the first edition of the Boss Open (then known as the Mercedes Cup) in 2014. The company also noted that a lot has changed in terms of ticketing for the tournaments, with sponsors no longer receiving printed tickets but having to manage their ticket allotments themselves online.
For the Mallorca Championships, only digital tickets are offered through the online shop, which can be saved in the Apple or Good Wallet, downloaded as a PDF or forwarded to friends and family.
While the majority of ticketing is now digital, tickets could still be purchased through the box office. Eventim.Tixx also provided hand-held scanners, and on-site training and support.