Etix, the largest independent ticketing company in North America, will partner with LoyaltyMatch, which is a leading developer of loyalty program platforms for entertainment venues. The partnership will allow all of Etix’s client venues to create and manage their own loyalty programs and learn more about their customers.
Etix provides web-based ticketing services for the entertainment, travel, and sports industries, processing more than 50 million tickets per year in 40 countries.
Michael Reklis, Director of Sales, Music Venues, Etix participated in an engaging Q&A with Loyalty360 to discuss his company’s new partnership.
What factors prompted Etix to partner with LoyaltyMatch and what are your goals for this partnership?
Like many of our endeavors, the pursuit of a loyalty partner was a client-driven initiative. Many of our clients had expressed an interest in offering a loyalty program to their customers, so we decided that it would be smarter to find a company to partner with rather than try to develop a product from scratch. After researching several potential partners, we decided that LoyaltyMatch provided the best solution for our diverse client base. Now our clients can set up their own custom loyalty programs whether they are a performing arts center, casino, professional sports team, music club, arena, festival, or any of the other many industries that Etix services. At the end of the day, we are providing a very valuable solution for our clients that will help them develop stronger relationships with their most valuable customers.
How will LoyaltyMatch’s services impact customer experience and deepen customer relationships?
The great part about this, for us, is that each and every one of our clients can decide how to implement the LoyaltyMatch solution in a way that is meaningful to their customers. Our initial roll out will be with McMenamins’ Crystal Ballroom in Portland, OR. They are looking to use this to provide their most loyal customers with exclusive access to unique experiences, content, and merchandise. Given our diverse client base, I think we will see a lot of different uses for LoyaltyMatch.
For Etix, what does Customer Experience/Customer Engagement mean to the company?
The customer experience is the No. 1 priority for all of our clients. Their customers are what keep them in business, and in turn, what keep Etix in business. Our partnership with LoyaltyMatch is another way for us to reward the most loyal customers. The makes our clients happy, and that means everything to our company.
How do you define customer loyalty and has that definition evolved in recent years?
Each one of clients has their own way of defining customer loyalty, but at the end of the day, there are several things they all have in common. Who is coming to our events the most? Who is spending the most (both in terms of tickets + food & beverage, merchandise, etc.)? Who is engaging with our brand on social? Those the questions our clients want answered. Before now, they could get the answers, but only by tying in information from several sources. Etix + LoyaltyMatch means that they can put all of this in one place.
As a marketer, what are your biggest challenges in the next two years?
Our biggest challenge is making sure that we continue to provide tools and services that create real value for our clients. One of the things that set Etix apart from the rest of ticketing field is our commitment to service. Our goal is to empower our clients to allow them to provide the best entertainment experience for their customers. This partnership with LoyaltyMatch is an exciting new way that we achieve that.