The Nederlander Organization is to team up with UK cloud-based ticketing provider Spektrix.
Nederlander hopes to gain new insights from data analytics gained from two of its West End theatres, the Aldwych and the Dominion Theatre.
The box office hit musical We Will Rock You recently closed at the Dominion Theatre after 4,600 performances.
David Pearson, general manager of the Dominion Theatre, said: ‘With new shows starting later this year the time was right to look at our box office systems and see where our marketing and CRM capabilities could be brought up to date. Spektrix gives us a holistic view of each customer across the Nederlander theatres in London, whilst making us much more nimble in terms of pricing and reacting to normal fluctuations in attendance.
‘We considered a number of potential systems through our shared box office organisation, which works across the Nederlander theatres in London,’ he continued. ‘The Spektrix system performed best and really suited the operating model we’ve established for the future. I have to say that the service and support we’ve received before, during and after setup have been absolutely brilliant.’
The Nederlander Organization owns several key venues on the West End and Broadway, as well as across the US.
Spektrix will work with its latest clients to help them better understand their audiences through analysing ticket purchases and purchase behaviours.