A recently reported case study describes how MiS enables customers to easily book tickets as a social group and suggests that social booking should be a focus when optimising online booking flow.
The MiS technology is so attractive because it:
- allows groups to book without the hassle organisers usually face from chasing people up and gathering money
- interfaces with The Kia Oval website and then provides enhanced customer data for all consumers attending games (not just the social group leader)
- encourages existing customers to invite their friends, as well as enables new attendees
In the 2016 season MiS was allocated tickets for the T20 matches and sold them via their social booking platform and from The Kia Oval within a white-label solution. Upon analysing the data from this season-long experience, here are some key figures:
- 85% of the MiS bookers were new additions to The Kia Oval’s consumer database
- the average MiS social booking group size was 7.4 customers (that’s an increase from an average of 2.3 customers per transaction via The Kia Oval website and a leap from £60 to £185 per MiS transaction)
- the largest MiS social booking size was 19 people
- the booking ratio was 39.5%, which is exceptional when compared to industry conversion rates
Regarding advertising, MiS ran two targeted marketing campaigns in support of social booking at The Kia Oval. This included promotion on Facebook, where the click-through rates were 58% higher than the industry standard in a similar category.
In terms of demographics, the data indicates that younger, urban-dwelling buyers are more likely to use the MiS social platform solution with 84% of users aged between 16 and 34.
In a follow-up survey of users pertaining to their experiences with social bookings, the results were also positive:
- 71% of users attended matches in larger social groups
- 5.8 users were added on average to the social booking
- 85% of users would recommend social booking to others
Read the complete Surrey County Cricket Club case study here.