This piece for Arts Professional was produced in partnership with the Mercury Theatre’s ticketing partner, Spektrix.
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A revised segmentation scheme was applied to customer data and used to design bespoke direct marketing campaigns based on the preferences and purchase behaviours of different customer groups. The cloud-based system has also made it possible for the theatre to enter new markets. As Spektrix can be accessed anywhere with an internet connection, the theatre has been able to act as a third-party ticketing agent for local creative festivals and organisations