TT 0.0.2 Fund for Thoughts

As Arts and Cutural organisations, there can be precious few opportunities to interact with your constituents, clients or visitors on a transactional basis. A number of organisations have taken the breath between Easter Holidays and Summer Seasons to review the transaction process, with a view to leveraging additional income at the Ticket Desk.

Up/Cross and Beyond

The Point of Sale  (POS) can offer an opportunity to maximise the economic value of each transaction. Galleries, Museums or Visitor Attractions often talk about the 'Up-Sell, Cross-Sell' at POS. Typically, that means offering the Guidebook, Brochure or Catalogue - as a client orders their tickets. However, generally where an organisation does work to Up/Cross-Sell, it will focus on the Ticket Desk only. (There are a growing number of exceptions - London Transport Museum or West Yorkshire Playhouse, for example).

'Thank you. That's £20.99 for the Family Ticket to 'Easter Eggs through the Ages'.

Would you like a Guidebook for your visit?'

Mr E. Legg, Visitor Services - 'Blackbaud Birmingham City National Gallery'

There are additional points to consider:

1. Should you offer the 'Generic, Tourist Level, English Language, £x' edition OR
   the 'Enhanced, Knowledge Level, Multi-Language' edition?
2. What are the implications of price sensitivity?
   (You are probably unlikely to Cross-Sell a £30 brochure for a basket value of £20).

Your decision is likely to be Venue dependent, or even Event dependent. In either case, the key point to consider is the phrasing. What is the most effective way for team member to Up/Cross-Sell?

Regular Intervals

The Point of Sale can offer a similar opportunity, even if you are not a Gallery, Museum or Visitor Attraction.

'Thank you. That's £44.99 for the Family Ticket to the 'Jack and the Beanstalk Family Panto on Ice'.

Would you like to pre-order your Icecreams?'

Mr. E.Legg, Box Office - 'Blackbaud Birmingham Theatre'

There are additional points to consider:

1. Should you offer the entire range of inventory (i.e. All Flavours)?
2. Should you offer it for specific group-friendly events only?
3. What are the implications for extending the length of time required to complete a transaction?
   The Up/Cross Sell will unavoidably extend the average time required per transaction.

Benefit and Bottom Line

However, there are obvious benefits to the Up/Cross-Sell, beyond an opportunity to increase the average £value of transaction.

• Up/Cross can enable GA venues, to rationalise store space. A product line available at POS, need not require shelf space at the Gift Shop.
• Up/Cross can enable RS venues, to manage dated inventory. A product line pre-ordered by your clients, can inform your stock order - you will know to order 200 extra Choc Chip in advance.

Finally, Up/Cross need not be limited to standard inventory - why not consider Donations in the same way? A point I will come back to in more detail.

Your Visitor Services and Box Office staff may consider any Up/Cross an unnecessary extension to the transaction process. Admittedly, there is a careful consideration required around where to draw the line. However, what Up/Cross proposes is no different to the typical package holiday. But where a holiday consumer can now compare the market, buy flights and hotels separately, create their own experience etc - Arts and Cultural organisations have a captive audience. Guidebooks and Ice Creams are unlikely to be purchased elsewhere - and providing you consider the various points, you can make a compelling offer to your patrons on that basis.

Thank you for checking out today's Ticket Talk. If you would like to share your experience or raise questions, you are welcome to contribute to Ticket Talk - simply click: Comments.