Ticket sales at the Dutch Grand Prix: a high-level user experience with Conversational Commerce
As an event supporter of the Formula 1 Heineken Dutch Grand Prix, CM.com had the opportunity to introduce a whole new form of Ticketing. With enormous interest in the 100.000+ available tickets, the Dutch Grand Prix is now working with CM.com for pre-registration: from day tickets for next year, to 3-day all access passes, we’ll be supporting the event throughout the next 3 years.
With a greater demand than supply, a drawing was introduced using specific algorithms. Payment in instalments using various payment methods has also been introduced. Discover all these innovations and more, launched for the Dutch Grand Prix.
On the 14th of May 2019, The Formula 1 Dutch Grand Prix announced that it would return to the Netherlands. Interested parties could register their interest for tickets via the special pre-registration page on CM.com. This first phase ran until June 17 and yielded 250,000 applications, good for 1 million tickets.
By means of the registration form, interested parties provided their name, e-mail address, telephone number and place of residence. This information was used to prevent black market trading by fraudulent accounts. The data was filtered by CM Data with a number of authentication steps. For example, only one registration could be made per email address. The registration also required a unique OTP via SMS which was sent to a specific mobile number and could be used only once. Due to this filtering, more than 11% of the requests in the application process were blocked as fraudulent.
Rogier Aarts, Ticketing Product Manager at CM.com: "A common method of scamming for registrations is to create a large number of email accounts on your own email domain in order to fulfil multiple registrations. By filtering by phone number, this method can't be used. This was not only to filter out swindlers, but also to give everyone an equal chance of getting a ticket. We want to prevent fans from missing out because a large number of tickets will end up on the black market at up to three times the original price".
On June 25th, one week after the completion of the pre-registration phase, the remaining e-mail addresses were invited to apply for a ticket via a personal e-mail. Interested parties were asked what type of ticket they were interested in (day ticket for a specific day, weekend ticket or passe-partout, for 1 year or 3 years, and for which grandstand and price range [bronze, silver or gold]). The ability to indicate preferences before the actual ticket sale starts is completely new.
In order to ensure that as many fans as possible get the chance to attend this long-awaited sporting event, they were also asked for a possible second choice. So, let's say a consumer says he or she wants a silver tribunal ticket. If those tickets are sold out - he or she might be interested in a more expensive gold or a cheaper bronze ticket. This is to increase the chances of getting tickets. It was also an option not to make use of a second choice. Both the primary and secondary choices were saved. This would play a major role in the distribution key of tickets at a later stage. For this application round, the consumer was obliged to purchase the tickets if he was raffled in for the tickets he had selected.
CM.com has developed a new module within its existing ticketing system for awarding tickets to applicants. At the end of the application period, all applicants were given a unique lot number. These have been assigned "at random" in order to rule out any form of priority. Based on the available capacity of tickets, the applications were allocated to the applicants with the highest lot number. If someone was unsuccessful in their first choice application, he or she will again participate in the draw of their second choice. In the first instance, preference was given to the cheaper option by means of 'cascading'.
After granting applications, the applicants were given 5 days to complete their payment. Because the value of the orders ranged from +/- 300 euro to +/- 15.000 euro, there was also a possibility to pay for tickets in instalments. Thanks to this option, the purchase of tickets for the event in 2020 didn't have too much of a financial impact on each ticket holder.
Before the event in 2020, a number of joint campaigns are planned in which the Dutch Grand Prix will use CM.com technology for 1-on-1 interactions with the fans. Jeroen van Glabbeek, CEO of CM.com, is enthusiastic about the role CM.com plays in Formula 1 at Zandvoort. He explains: "With our technology we ensure that the visitor experience, from the application process up to and including the event, is taken care of down to the last detail. We make the ordering process via our ticketing platform a lot easier for the fans; requesting and paying for tickets all takes place in the hand of the visitor, proactively and via their smartphone".
The Formula 1 Heineken Dutch Grand Prix uses WhatsApp Business, Chatbots, Email and the Customer Data Platform from the CM.com Marketing Cloud. Our Marketing Cloud is an omnichannel marketing automation tool focused on mobile, and built specifically for B2C marketers. Collect data from multiple sources and build 360° unified customer profiles. Create segments and workflows for personalised marketing campaigns, remarketing ads with full compliance.To Mobile Marketing Cloud
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