June 21, 2023

Converting customer behaviour: From booking in person to booking online.

It’s a fact that some demographics are slower to adopt new tech to solve old problems. In order to enjoy the benefits that innovation brings, we look at examples of how to increase adoption among those who may be more hesitant.

As technology continues to advance, more and more people are shifting towards mobile devices to complete their daily tasks. However, there are still some customers who prefer to book tickets in person. If you’re looking to change the behaviour of your customers and encourage them to book tickets on their mobiles, here are some tips to help you get started.

Make it easy

One of the biggest barriers to using mobile devices for ticket booking is the perception that it’s too complicated or time-consuming. To overcome this, make sure your mobile app or website is user-friendly and easy to navigate. Provide clear instructions and minimize the number of steps required to complete the booking process.

Offer incentives

Consider offering incentives to customers who book tickets on their mobiles. This could be in the form of discounts, exclusive offers, or loyalty points. By providing a tangible benefit, you’ll be more likely to encourage customers to change their behaviour.

Communicate the benefits

Make sure your customers understand the benefits of booking tickets on their mobiles. For example, they can avoid long queues, save time, and have access to their tickets at all times. By highlighting these benefits, you’ll be able to persuade customers to switch to mobile booking. Clear signage and QR codes can reduce queues for box offices on arrival, too.

Provide support

Some customers may still have reservations about using mobile devices for ticket booking. To address this, provide support and assistance to those who need it. This could be in the form of a helpline, chat support, or in-person assistance at the venue.

Emphasize security

Mobile devices have come a long way in terms of security, but some customers may still be concerned about the safety of their personal and financial information. To alleviate these concerns, emphasize the security measures you have in place to protect your customers’ data.

Case Study: How Glownet’s Agora platform reduced check-in times by up to 20,000% in Muscat

Last year, we collaborated with delivery partner Performance 54 on one of Oman’s biggest-ever events: Football Fan Festival in Muscat. Although traditionally a cash-dominated country, thanks to the adoption of a broader range of digital payment methods all segments of the society in Oman have increasingly switched to cashless payment channels. However it’s still a long way from achieving its cashless goals as outline in the Oman 2040 vision.

The event saw a vast majority of attendees arrive on-site without a ticket, looking to purchase at the box office. This method comes naturally in Oman, where for generations this has always been the standardized way to access events around the country. Several tactics were employed to change customer booking trends at Football Fan Festival.

  1. Reducing box office entrance lanes from three lanes to just one.
  2. Increasing the lanes for online ticket scanning from three lanes to five.
  3. Clear signage and communication of how to purchase tickets via mobile, with QR codes directing customers to the online ticket office.

The result of these steps was obvious for fans arriving at the gate without a ticket, who could see the queues forming around box office locations whilst others simply walked in with an online ticket. Value proposition complete, the conversion of purchase method to online was instant!

Thanks to Glownet’s reporting tools we measured variance from online purchase to verification and entry in as little as three seconds. Yes, three seconds (no, we’re not making that up!) Based on an average queue time of 10 minutes (and let’s be honest, that’s an optimistic scenario during peak times), this represents a decrease in the time required for check-in of 20,000%.

This goes to show that if you follow the steps above and employ a reliable and versatile suite of integrated ticketing and access control tools, then consumer tech adoption that could take years, can take just a few minutes.

Remember to make it easy, offer incentives, communicate the benefits, provide support and emphasize security. With little effort, you can make the transition to mobile/online booking a smooth and easy one for your customers.

To find out more about our products & tools, get in touch with our team today.