Mobile technology is officially reshaping retail. In the United States, nearly 70 percent of all mobile devices are capable of performing transactions. Tessitura VP Internet Strategy Kristin Darrow said that we’ve already reached an important tipping point: in October 2013 more time was spent on retail sites on mobile devices than on desktop computers.
Nearly half of all Tessitura members are using one of the company’s web products. One feature, TN Mobile Plus, provides users with not only a mobile optimized website, but also an app that works on IOS and Android.
TN Mobile Plus launched about two years ago. It’s an optional add-on for Tessitura users, explained Tessitura Web Products Manager Steve Geahry.
“It comes with a lot of great out-of-the-box functionality, but you can also extend it easily and customize it,” he said, adding that some companies delve into the customization so much that “even though it’s a prebuilt product, we have some customers where I hardly recognize it.”
The price range varies depending on the annual budget of the organization.
“What’s neat is that for a small arts organization, for not a lot of money — maybe the cost of a couple of tickets per month — their monthly fee gets them this huge amount of technical capital and they can manage the whole thing through Tessitura,” Geahry added.
Birmingham (U.K.) Hippodrome had quick success with its TN Mobile Plus experience. The company had seen statistics that pointed to a customer drop-off on mobile before they got to the purchasing process. After a 12-week process to get the software ready, Birmingham Hippodrome launched its mobile website and app Jan. 19.
“What we originally thought was going to be a stopgap has turned into a really impressive product for us,” with 12 percent of all sales now happening on mobile, said Scott Whitehouse, database manager for the facility.
In just eight months, Birmingham Hippodrome completed more than $1.6 million in transactions on mobile.
“It paid for itself on the first day — it was extraordinary,” said Whitehouse. The facility also implemented print-at-home ticketing through mobile, with 56 percent of all orders selecting the option.
As of Aug. 17, the free iPhone app had been downloaded 5,731 times by people in 19 countries, just since January.
“We had a very soft launch with mobile and didn’t really promote it, but people started using it,” said Rob Macpherson, director, Marketing & Development. “It’s one of the best successes we’ve had this year by a long way.”
San Francisco Jazz launched TN Mobile Plus in July. According to Box Office Manager Justin Walters, SF Jazz was more interested in the mobile website, but is enjoying the value add of the apps.
“The biggest thing we’ve heard is people who like the idea of being able to go on their phones on Thursday for a Friday show, then bring up the barcode when they get there and be done with it,” said Walters.
Using Tessitura mobile products makes “the look, feel and branding of the website, mobile website and app much more consistent than it would be otherwise,” said Walters. “You feel like you’re at SF Jazz, just on a different platform.”
Tessitura users have options other than TN Mobile Plus to create mobile websites.
Mayflower Theatre, Southampton, U.K., created its own fully responsive website, which includes mobile.
“It’s cheaper to build a full website yourself if you have a development team that knows what they’re doing,” said IT Development Officer Huw Davies, who started off with a completely empty file and built the website from scratch. “You have to keep continually modifying and adding new features based on current trends.”
Mayflower Theatre doesn’t have an app because of the difficulty of convincing patrons to install something into their phone. Of the mobile traffic they’re getting, Davies said it’s fairly evenly split between tablets and phones.
“Tessitura provides you with the system and database, and they have an API (application programming interface) so they actively encourage you to develop your own solutions and work with it,” said Davies.
Geahry estimates that about a quarter of Tessitura users currently utilize TN Mobile Plus, in part because the network has developed qualities specific to performing arts organizations.
“We call it TN Mobile Plus because it does the standard that you would want from an app — selling tickets, merchandise, select-your-own seat, fundraising — but the plus is where you can engage with patrons,” he said. Out of the box, TN Mobile Plus includes the ability to link to video or concert content, including live streaming, and do push notifications, and include orchestra bios and more.
“It really sticks to the Tessitura mantra, of using technology as a pathway for organizations to connect with customers,” Geahry added.