TicketsNow Launches ‘InCrowd’ Loyalty Program
Event ticket seller TicketsNow has rolled out its first-ever loyalty program, which gives frequent customers additional benefits ranging from free shipping to concierge services.
The InCrowd program, which launched last month by invitation-only, lets loyal customers who buy theater, concert and sporting event tickets earn special status based on their spending levels.
Under the program, “Reserve”, customers who qualify for the first tier will spend between $1,000 to $2,999 a year and will receive free shipping on every order. In the middle “Club” tier, qualified customers spend between $3,000 and $7,999 and qualify for free shipping on tickets and a dedicated toll-free customer care line. Top customers who spend more than $8,000 a year reach “SkyBox” status and will receive free shipping, a dedicated 800 number for service and free use of a concierge service to plan for transportation and accommodations for the event. Additional benefits will be added to the program in the coming weeks.
It’s the first loyalty program in the ticketing industry, said TicketsNow CMO Kenneth Dotson. The program targets consumers’ with services to enhance the concert or sporting event experience, he said.
“Unlike a lot of loyalty programs, [The InCrowd] is not points based,” Dotson said. “It’s designed to offer additional benefits to people. Time is a very precious commodity. In light of that, we made the program more about helping consumers have a better experience.”
About 10% of TicketsNow customer base qualify for the TheCrowd program, Dotson said. TicketsNow is inviting pre-qualified customers via e-mail to join the program, he said. Consumers can check on their eligibility on the InCrowd Web site.
TicketsNow has an audience. The Crystal Lake, Il-based company earned $142 million in revenue in 2005 compared to $55 million in 2004, Dotson said. By yearend, TicketNow revenue is projected to grow to $250 million, he estimated.
“While some companies more or less have brand awareness, they didn’t seem to be a lot of brand loyalty,” Dotson said. “Consumers said, ‘there’s no reason for me to be loyal.’ We felt like the key ingredient was…to get customers to think and feel differently about our company.”
The loyalty program is one of several new additions to TicketNow’s refreshed Web site. The site, which launched last month, also features seating charts, an event calendar, venue information and users reviews.
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