The SSE Arena, Belfast is always breaking new ground. Back in 2015 they became the UK’s first Arena to launch a fully immersive fan engagement platform, and today – they have reached another milestone.
The Arena App, which provides visitors with a rich, digital experience, has now been downloaded 50,000 times with conversion rates of 8% – an unprecedented figure in the live events industry.
The venue app has been built on The LiveStyled platform, which encompasses three experiences; The SSE Arena itself, The Belfast Giants and the W5 Science & Activity centre.
The platform automatically tailors what the individual fan sees and accesses, through dynamic content delivery and pricing. This is based on what the app learns about each fan every time they visit the Arena, and collates data on ‘one-off’ users for demographic profiling. By using this new approach to in-venue marketing, the team are able to market relevant and timely content across all three experiences to the different audiences, with minimum manual input.
As a result, the arena is experiencing greater customer conversion and loyalty whilst also improving the fan experience, making events more immersive and ultimately more convenient for fans.
Clara Killen, Digital Marketing & Development Manager, SSE Arena, Belfast said “The venue app has allowed us to really get to the heart of what matters to our customers. As a result we can ensure that their experience at the arena is as personalised as possible, deepening their connection with us not only for single events, but throughout each year of our varied sports and entertainment calendar.”
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