TORONTO, Ontario, Canada – November 21, 2013 – AudienceView is proud to be enabling its UK client base – including The NEC Group (“NEC”) and its national ticketing division, The Ticket Factory, QuayTickets and the Lowry, Echo Arena Liverpool and TicketQuarter, and Capital FM Arena Nottingham – to be compliant with advertising code regulations. Similar to pricing for airline tickets, the regulations require that all charges be included in the advertised price for live entertainment tickets from the very beginning of any online purchase process. This provides transparency for customers, eliminates misleading ticket prices on venue websites and ultimately improves the overall service experience.
Using new AudienceView functionality, which was developed in partnership with NEC and trialed by The Ticket Factory for several months beginning in March, organizations can present clear and inclusive ticket pricing across all digital sales channels. The inclusive pricing is presented up front, during seat selection, with the total cost broken down by ticket price and booking fees for added clarity. Recognizing the complexities of calculated charging, AudienceView also enables configurable messaging for fulfillment, delivery and other fees, which some venues may include on each order instead of on a per-ticket basis.
“AudienceView is so much more than a vendor providing us with a technology solution – they are a partner in the truest sense of the word. Being included throughout the development process ensured our requirements were understood and fulfilled, and our new purchase flow is enabling us to provide an excellent and transparent service experience for our customers,” said Stuart Cain, Managing Director of The Ticket Factory. “We appreciate AudienceView’s dedication to our business and to the UK market as a whole.”
“AudienceView completed a technology upgrade in partnership with NEC to create this specific sales flow. It is now available to all of our clients seeking to comply with advertising regulations in the UK or similar laws in other regions,” said Mark Fowlie, President and CEO of AudienceView. “Whether it’s a regulatory compliance issue, a development in social media or a membership scheme to increase customer engagement, AudienceView can quickly and efficiently implement a solution. We pride ourselves on our agility, innovation and ability to exceed the expectations of our customers.”
Wide Industry Impact
For most live entertainment organizations, inclusive pricing presents a fundamental business change. It impacts everything from the deals that venues make with producers, promoters and artists to how marketing departments prepare copy for brochures, print ads and web pages. Organizations must also make sure their technology can apply solutions to all digital channels as well as phone rooms and the box office.
“This goes well beyond the way that venues and ticket sellers are presenting pricing – it’s a fundamental shift in how our industry is engaging with potential buyers,” said Roger Tomlinson, Industry Consultant. “While inclusive pricing will mean many changes to common industry practices and the way that membership schemes work, I see the move as a positive one. Anything that makes it easier for customers to understand how much the ticket costs as part of their ‘going out experience’ will help sell more tickets. It also aligns the arts and entertainment industry with most other retail practices.”
The Committee on Advertising Practice (CAP) advertising guidelines extend beyond the online sales process to include purchased ads, print materials and posters created by the venue or producer, social media and any other distributed information.
AudienceView welcomes queries from organizations with questions about implementing their own advertising code-compliant solution via our website. Roger Tomlinson may be contacted through The Ticketing Institute and additional information about the presentation of ticket pricing in the UK is available from CAP.
AudienceView provides a powerful, enterprise-level e-commerce solution to the entertainment industry, including commercial and not-for-profit arts organizations, regional ticketing agencies, arenas, film festivals, college athletics, professional sports teams, and race tracks. With customer relationship management (CRM) at the core, it ensures ticketing/e-commerce, marketing, fundraising, content management, venue management and business analytics are effectively integrated in a single, easy-to-use, web-based solution. Supporting over 550 venues across five continents, AudienceView operates seamlessly across traditional and next-generation environments – from physical box offices, kiosks and desktop computers to social media, mobile and tablet devices.
MarketView is the world’s first white-label, self-serve e-commerce and CRM solution. Developed upon the company’s widely deployed e-commerce platform, the innovative, cloud-based solution enables any business or brand to enter the emerging self-serve event management and ticketing market quickly, affordably and profitably. It provides more features and functionality than other currently available self-serve platforms.
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