SISTIC SG on elevating the bar for buyer engagement


SISTIC is a Singapore-based ticketing company and eCommerce participant. It additionally helps occasion organisers and content material creators develop by enabling shoppers to find, interact and eat its digital and stay experiences by way of SISTIC and its associate networks. In the course of the pandemic, SISTIC launched its stay streaming platform, SISTIC Reside, to facilitate digital and hybrid occasions. It was additionally finalist for Finest in eCommerce (Market / eRetailer) – Leisure and received silver for Finest Response to COVID-19 at MARKETING-INTERACTIVE‘s Asia eCommerce Awards 2021. 

In an interview, Joe Ow (pictured), CEO of SISTIC Singapore, advised MARKETING-INTERACTIVE that it helped bridge the hole between stay performances and digital streaming for native promoters by means of the launch of SISTIC Reside. He additionally shared the way it plans to lift the bar for buyer engagement by offering a dynamic expertise for our patrons based mostly on real-time, actionable consumer knowledge.

This interview is finished as a part of MARKETING-INTERACTIVE’s winners and finalists’ interview collection for Asia eCommerce Awards 2021. To search out out extra in regards to the awards, click on right here.

What have the previous two years been like for you given the sudden pivot to eCommerce?

Ow: In the course of the COVID-19 pandemic, we embraced digital transformation greater than ever whereas having to adapt to continually altering digital and hybrid enterprise landscapes. We’ve launched into eCommerce options for ticketing, reminiscent of having relaunched our new internet choices, providing e-tickets, and rising our digital distribution companions by way of API. The pandemic additionally accelerated our digital transformation in direction of stay streaming and digital occasions. 

What was one problem that took you without warning and the way did you pivot?

Ow: Because of COVID-19, capability restrictions had been carried out for security measures. Nonetheless, because of this, in addition they inevitably led to the mass cancellation of occasions, leaving the trade in limbo. In a brief span of time, the livelihoods of many occasion organisers, freelancers, performers and crew had been affected considerably. Promoters had little alternative to interact with their viewers, donors and sponsors, apart from posting free content material on social media platforms. Whereas such initiatives stored individuals engaged for some time, they don’t make up for important income and earnings losses for friends who depend upon occasions and gigs to make a dwelling. 

The pandemic accelerated long-term tendencies in a single day. As the largest occasions and experiences market, we needed to assist our arts and leisure purchasers in retaining communities linked and retaining the trade afloat. SISTIC wanted to step as much as assist bridge the hole between stay performances and digital streaming for native promoters. With the challenges and goals in thoughts, we developed SISTIC Reside, the primary stay stream platform to launch in Singapore, that helped our struggling promoters pivot and supply their services on-line shortly.

With markets opening up, what are some tendencies you’ve your eyes on?

Ow: As bodily occasions are returning, we imagine that the tradition of hybrid occasion constructed by occasion organisers through the previous 24 months will nonetheless stay intact because the economic system gears up for restoration. The potential for hybrid reveals and occasions is boundless and there stays a novel alternative for promoters to make use of that format to interact their audiences. SISTIC will proceed to refine and construct on our SISTIC Reside platform to handle the ever-evolving trade. As markets open up, what SISTIC additionally hopes to deliver to the desk is offering our purchasers with extra data-driven selections from the insights harnessed.

What do you suppose makes for nice advertising and marketing lately?

Ow: With shoppers anticipating customisation in each facet of their life, clients now have greater expectations. Companies which can be fast to answer modifications and place concentrate on enriching and personalising buyer journeys will be capable to construct nearer relationships with the viewers and create an enduring influence on the successes of occasions.

By way of our latest onboarding of the multi-channel customer-engagement platform Braze, SISTIC hopes to lift the bar for buyer engagement by offering a dynamic expertise for our patrons based mostly on their preferences and real-time, actionable consumer knowledge.

Our in-house knowledge group has additionally, by means of a mix of information and machine studying expertise, accomplished a advice engine to current patrons with extra related product suggestions. Such an answer led to a rise in click-through charges and conversions, which additionally serves as a testomony to buyer satisfaction.

How do you are feeling about your win?

Ow: It’s a big honour for us to have been awarded Silver for the Finest Response to COVID-19 class within the Asia eCommerce Awards 2021 and we’re extremely humbled. We want to thank our purchasers and our fantastic group; with out them this may not have been attainable. We stay laser-focused in offering the perfect of hybrid experiences to cater to the wants of our viewers and search to work with companions to deliver throughout options that meet the evolving wants of the humanities, leisure, sports activities and MICE industries.

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