Spektrix allows you to set up as many Ticket Types as you like (see this article for more information on different Ticket Types) but it’s usually best practice to try and keep to as few as possible, so that setting up your events remains simple and easy.
Our Offers tool helps here, as it allows you to set up special offers and discounts and keep them separate from your Ticket Types. We recommend you set up Ticket Types as simple concepts – think of them as demographics such as Adult, Child, Student, Concession, and so on. You can then use Offers for everything more complex than those basics.
Here are some examples of what you can set up using Offers:
- Special offers encouraging customers to buy tickets across multiple events
- Your Family ticket(s), whether you use one across all events or a range of different ones
- Special prices that only apply to certain audience types
- Packages combining tickets and merchandise
In this article, we'll cover the following:
- Why should I use Offers?
- How do Offers work?
- Offer types
- How do I build an Offer?
- What can't Offers do?
- Further reading
Using Offers gives you various benefits, whether from your perspective operationally or your customers’ journey when they're booking tickets.
- They help you keep Ticket Types to a minimum, making setting up Events more simple
- They allow you to more accurately report on how many of each Ticket Type you've sold. For example, instead of selling a Family Ticket Type, you can use an Offer which applies a discount when someone buys two Adult tickets and two Child tickets. This will give you a clearer picture of exactly what you're selling, as well as how much you are discounting
- You can restrict them so that they only apply to particular Events, customers, or Ticket Types, and you can make them available online, meaning customers won't have to call the box office in order to get the discount
- They allow you to offer flexible discounts that you can tailor to exactly what you want to achieve, giving you increased control over how and to whom you are offering discounts
You can use Offers to:
- Reward certain groups, such as your most loyal customers, members, and supporters
- Increase accessibility, for instance by offering discounts for young audiences or local residents
- Encourage upsells, both for tickets and merchandise
- Sell more tickets when you have spare inventory (by which we mean empty seats…)
How do Offers work?
There are three types of Offer that you can set up in Spektrix, each one designed for a different purpose. Whichever Offer type you choose, you'll be able to choose which Events it should apply to, which customers are eligible to receive a discount, and whether there should be any limits on its use.
How Offers apply
One of the best things about Offers in Spektrix is that they automatically apply based on the criteria you choose when you set them up. Whether a customer is making a purchase online, over the phone or in the box office, the system will automatically look to apply any Offers that are available – meaning there’s no need for customers to ask for a particular Offer, or for box office staff to remember exactly what’s available.
The only exception to this is if you are using Promotion Codes – see this article for more information.
The cardinal rule
The system will only ever apply one Offer per ticket. If more than one Offer is available, the system will first apply the Offer which gives the largest discount across the whole basket, and then keep applying Offers against the remaining tickets until all possible tickets have been discounted.
The first thing to decide when planning an Offer is what type of Offer you want to use. Each type works differently and allows you to do different things, so it’s important to understand the differences between them.
A Multibuy Offer works across one or more Events and applies a discount evenly across each eligible ticket. You can set the minimum number of Events a customer has to buy a ticket for in order to qualify, and the minimum number of tickets they have to buy per Event.
Let’s say you want an Offer that gives a total discount of £20 to customers buying one or more tickets to four Events in a season. It will do that by applying a £5 discount to each ticket – across four tickets, that’s a £20 discount. It also applies if customers buy more than one ticket per Event, as long as they buy the same number per Event – if a customer purchases three tickets to each Event they will get three sets of the £20 discount, giving a total discount of £60.
For example you might set up an Offer that gives £5 off a ticket when customers buy one or more tickets for four Events in your season. For every four eligible tickets (i.e. one per Event) it will apply a £5 discount off each ticket to make up the overall £20 discount per group of four: if a customer purchased three tickets for each Event they would then get a £60 discount.
This is the only type of Offer that can work across multiple Events or Instances; the discount will apply to any eligible items in the basket, whichever Event/Instance they come from.
Uniquely, Multibuy Offers can also be used to discount single tickets.
X for Y
An X for Y Offer is what you'll use for any 3 for 2 or Buy 10 get the 11th free deals, and it works by discounting one or more tickets to £0. X for Y Offers can only apply to matching tickets from the same Event and Instance.
For example, let's say you're creating a 3 for 2 Offer: for every three tickets that fulfill the Offer’s criteria the system will discount one of them to £0.00. If a customer purchased six eligible tickets, they would only pay for four of them.
One important thing to note is that ticket commissions will still apply to tickets discounted down to £0.00 unless you choose the Waive Commission option.
Package Offers apply discounts across combinations of items; to be eligible for a Package Offer a customer has to have the relevant number of each item in their basket. As with X for Y Offers, Package Offers only apply across eligible tickets for the same Event and Instance.
You can choose which items get the discount. For example you might set up a Family Offer where customers need to purchase two Adult and two Child tickets to be eligible for £5 off each Child ticket. For every four eligible tickets the Offer will apply two £5 discounts, so in a basket containing four Adult and four Child tickets there would be a total discount of £20, all taken off the price of the Child tickets.
This is the only Offer type that can include non-ticket items, in the form of Merchandise. For example, you could create an Offer where a discount of £3 was taken off the cost of a £10 programme when it was bought alongside two Adult tickets.
How do I build an Offer?
For full details of how to set your Offers up, please see our article on Setting Up Offers.
Before you start to set an Offer up, there are a few things to think about – the criteria by which you want your Offer to apply, which customers you want to be eligible, and any limits that you want it to have. You might also want to think about the order in which your Offers apply.
It could be the case that you have some Offers which apply to all Events that you’re selling, and that any customer is eligible to make use of. If that’s the case, you don’t need to worry about your Offer criteria. More often than not however, you’re going to want to restrict an Offer – maybe you only want it to apply to certain Events or when certain Ticket Types are being purchased, or you want to only allow certain customers to take advantage of the Offer.
These are all optional, so you can choose to use some or all of these elements for each Offer.
There are three areas that you can set an Offer's criteria against – Events, Ticket Types or Price Bands.
- Want to encourage customers to purchase tickets for Events which you don’t expect to be as popular as others? Set up an Offer which only applies to the Events you expect to need that extra push, and excludes the more popular shows
- Want to apply a student discount? Make sure you’ve got a Student Ticket Type and then set up an Offer that only applies when customers purchase Student tickets
- Want to encourage customers to purchase tickets in a specific Price Band? Set up an Offer that only applies to tickets purchased in that Price Band
You can choose to restrict an Offer’s eligibility to just certain customers based on various options: Tags, Attributes, Memberships, Promotion Codes, etc.
Tags and Attributes are useful for making sure that you are providing specific discounts for different types or groups of customers. For example, you might have different Offers for a variety of school group ages (Primary, Secondary, University); as long as you make sure each school's account is tagged with the appropriate Tag, you can make sure they get the correct discount. Memberships are also a good way of setting eligibility – you might want to include a ticket discount as a benefit of becoming a member, so you could build an Offer which only applies if a customer holds that specific Membership.
By default there's no limit to the number of times an Offer can be used, but there are various different types of limit you can set if you want to. You can set limits to the maximum number of times an Offer can be applied or the maximum value of discount it can provide; these limits can be set against various options such as per Event/Instance, per Customer per Order, or per Offer.
These limits apply to individual Offers, but you can also set wider Offer Limit Groups which allow you to apply limits across a number of Offers at once, further restricting how many times they can be used and making sure that customers don't get more discounted tickets than you want them to.
Spektrix will always look to apply whichever Offer gives the biggest discount across a basket; however, there might be times when you want to make sure that certain Offers are always applied first. You can use Offer Priority Groups to choose the order in which certain Offers are applied by creating one or more Offer Priority Groups and setting their priority order, then assigning the relevant Offers to them.
For more details of how to use Offer Priority Groups, see our article on Multiple Offers.
First and foremost, it's important to remember that Offers are constrained by mathematics. For example, let's take a Multibuy Offer, which has to apply a discount evenly across each ticket, and can therefore only apply discounts which can be divided by the number of tickets in question. It can't discount three tickets by £10, as 10 isn’t divisible by 3.
Because Multibuy Offers have to split discounts evenly across all tickets, it's also not possible to only discount tickets to certain Events – you couldn't, for instance, create a Multibuy Offer that discounts Romeo and Juliet tickets to £5 when customers also book tickets for Macbeth and Hamlet. The discount will be taken off all eligible tickets evenly.
Ultimately, you should always thoroughly check your Offers before you commit to them – don’t advertise anything until you’ve built the Offer, tested it, and confirmed that it works.
Hopefully this article has given you a good introduction to how Offers work in Spektrix. We'd recommend you also check out these other articles:
- Setting Up Offers: a walk-through guide to setting up Offers
- Using Event Attributes as Smart Offer Criteria: a look at how you can use Event Attributes to determine whether specific Events should be included in Offers or not
- Organising Discounts Using Offer Priority Groups: a guide to setting up Offer Priority Groups
- Multiple Offers: how to ensure Offers work as expected when you have a range of different ones available
- Offers FAQ: answers to a number of frequently asked questions about Offers
If you still have questions about Offers, or if you would like to discuss any of your Offers in particular, please don’t hesitate to get in touch with the Spektrix Support team.