Revolutionising Theatre Tokens: Gift Card eCommerce

16th April 2024

Revolutionising Theatre Tokens: Gift Card eCommerce

Theatre Tokens, a not-for-profit nationwide theatre gift voucher scheme, has been a cornerstone in promoting audience attendance through the power of gifting since its inception in 1984. Managed by the Society Of London Theatre and UK Theatre, Theatre Tokens encompasses over 300 participating theatres, fostering a vibrant community of theatre enthusiasts.

As part of its evolution, Theatre Tokens entrusted Reuben Digital with a transformative project aimed at enhancing its online presence, streamlining operations, and embracing the digital gift card market.

The Transformation Journey

The collaboration between Theatre Tokens and Reuben Digital unfolded across multiple phases, each strategically designed to enhance the platform's functionality and user experience.

• Phase 1:
  Establishing an online gift voucher sales channel, offering both e-gifting and physical gift cards, marked the start of the transformative journey.

• Phase 2:
  A comprehensive online portal and eCRM system was developed, empowering theatres to effortlessly update show details and offerings, thus fostering seamless communication with 1000’s of theatre goers.

• Phase 3:
  The functionality evolved with the creation of a redemption portal, enabling UK theatres to accept Theatre Tokens, including mechanisms for change issuance in the form of an eGift, alongside the development of unique redemption API services enabling integration with various ticketing systems.

• Phase 4:
  The transformation culminated in enabling in-person redemption of physical cards and eGifts at ticket booths, bridging the digital and physical realms seamlessly.

Learning From the Past

With the emergence of new AI technology and major global businesses incorporating this, we are at a major turning point when it comes to adapting these new Technologies. The talk of AI has been at the forefront of emerging tech for some years now, but in the last 3-5 years, the rise has been exponential. With this emerging technology, it is easy to get caught up in the hype and jump the gun. Many large and small global businesses have taken AI on board, with many hoping that this new technology could transform their business.

Generative AI is leading the market for businesses at the moment. AGI (Artificial General Intelligence) is the intelligence of a machine that can accomplish any intellectual task a human can perform. For example, using systems like ChatGPT, organisations have started to rethink their business processes and the value of human resources. Currently, Generative AI is in the transition from ‘Trough of Disillusionment’ to the ‘Slope of Enlightenment’ on the Gartner Hype Curve.

Unlocking Gift Card Revenue

In a dynamic landscape driven by diverse factors, including the surge in eCommerce and the shift towards remote work incentives, the gift card market witnessed unprecedented growth. The UK gift card industry, poised to reach £10.8 billion in 2024, reflects a sustained trajectory of expansion, propelled by innovative initiatives and evolving consumer preferences. Against this backdrop, Theatre Tokens strategically positioned itself to leverage this growth trajectory, aligning its offerings with market trends and consumer behaviours.

The Approach

Navigating the complexities of integrating digital gift card solutions demanded a meticulous approach. Reuben Digital methodically orchestrated the integration process, ensuring seamless compatibility with existing systems and addressing diverse stakeholder needs. The logic behind voucher redemption was carefully designed, prioritising eGifts, and physical gift cards, while accommodating legacy iterations and diverse theatre infrastructures. Through continuous research and innovation, Reuben Digital delivered a solution that not only met but exceeded client expectations.

Delivering Results

The impact of this transformational project reverberated across various dimensions, yielding tangible results and enhancing overall customer satisfaction. Online sales, particularly eGifts, witnessed exponential growth, reflecting an 83.2% increase over two years. Sales surged by 54.36% in the first year, followed by increases in excess of 18% year-on-year, and importantly was a continued source of revenue during the global pandemic. Beyond great sales growth, the project elevated customer experience, underscoring Theatre Tokens' commitment to its customers through innovation and excellence.

The Journey Continues

In response to the cultural phenomenon surrounding J.K. Rowling’s Harry Potter and the Cursed Child live show, Theatre Tokens embarked on a collaborative project with Reuben Digital to create a bespoke eCommerce platform dedicated to selling Harry Potter designed Gift Cards for this iconic production. The initiative necessitated seamless integration with Theatre Tokens' existing back-office management systems and a streamlined connection to the gift card processor. Leveraging comprehensive market research, including search engine optimisation strategies, Reuben Digital meticulously crafted a website around the Harry Potter brand and audience needs.

More recently, Reuben Digital was tasked with spearheading the development of ‘Love Your Local Theatre,’ a ground-breaking initiative supported by the National Lottery. This visionary campaign saw the launch of a dedicated Gift Card e-commerce website where users could exchange their lottery cards for an eGift. The scheme injected £1 million into theatres across the UK through the Good Causes Project, facilitating increased access to theatrical experiences for communities nationwide.

Conclusion

Continuously championing strategic governance of website technology, encompassing aspects such as security protocols, disaster recovery mechanisms, application frameworks, and infrastructure provisioning, Reuben Digital remains steadfast in delivering ongoing support, consultancy services, and project management expertise to Theatre Tokens. The collaboration between Theatre Tokens and Reuben Digital exemplifies the convergence of tradition and innovation, underscoring the transformative power of digital integration in the world of theatre tokens. As the gift card industry continues to evolve, Theatre Tokens stands poised to navigate this dynamic landscape, driven by a commitment to excellence and a dedication to enhancing audience engagement and satisfaction.

“Reuben instinctively understood the requirements and also brought their own innovative ideas to improve the final product.” Head of Theatre Tokens at Society of London Theatre.