Providing a mobile sales platform for Bradford Theatres


According to quarterly data from the IMRG Capgemini e-Retail Sales Index a major milestone in online retail has recently been passed, as Smartphone has overtaken desktop’s share of online sales for the first time. Over 40% of online sales were made through smartphones in Q4 2018/19, with desktop securing 39.7% and tablet 19.9%.

Smartphone domination is nothing new, and smart retailers have been investing in making their websites responsive and optimising mobile user journeys for some time. None more so than the creative arts where mobile is a key consumer touchpoint, making digital investment essential for future success. When Bradford Theatres approached us to redesign their website and provide a mobile platform for online sales, creating a fantastic mobile experience for theatre-goers was their primary objective.

The Alhambra Theatre and St. George's Hall are the North's premier receiving venues and feature the biggest names in live entertainment. In 2017, over one million visits to the website came from a mobile device, and they knew this trend was set to continue in 2018 and beyond. With this in mind, there were several key considerations for the project.

  1. The ability to regularly update eye-catching content which would connect with their audience and grow their membership
  2. Presenting engaging content in the way their target audience wanted to consume it, for example, fast loading video trailers for key shows
  3. Intelligent search functionality enabling customers to easily find what they’re looking for
  4. A simplified user journey to remove friction and drive ticket purchase and add on impulse sales
  5. Website speed and performance with fast loading content and the ability to handle increased demand at peak times
  6. Integration with Spektrix ticketing and CRM system for online ordering

We created a single website for all Bradford Theatre venues focused on maximising ticket sales and optimised across platforms. Combined with an innovative social media strategy, The Alhambra Theatre has been voted Yorkshire’s most welcoming theatre in a public vote and has smashed its all time traffic record, seeing a 200% increase in smartphone traffic.

When Matilda The Musical came to Bradford Theatres, an integrated digital marketing campaign incorporating a video tour trailer, captured mobile traffic from social media sites and drove it to the website. Subsequently there was a huge surge in website traffic and bookings on the morning Matilda tickets went on sale, with visitors up by 380% from approximately 5000 a day to 24,000.

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