Driving Incremental F&B Revenue On Steps Comeback Tour
In 2017, Steps took to the stage at The SSE Arena, Belfast for the first time in 5 years.
A notable difference from the first time around was Belfast’s introduction of the UK’s first ever arena app.
The arena saw a 100% increase in F&B revenues compared with the previous show, with the app accounting for 13% of total revenue.
What we delivered
100%
Increase in arena spend per head
13%
Of total F&B spend taken through the app
£3,274
Revenue taken before doors opened
At the 2017 event, spend per head increased from £5.50 to over £10.
The app also alleviated pressure from the cash queues, whilst pre-ordering accounted for 5% of total F&B revenues.
Win App Credit
Competition
Targeted Pre-Order
Campaign
Remarketing to competition entrants with a campaign encompassing targeted Facebook posts and pre-event emails.
App Queues At Concession Stands
Dedicated app collection queues at every concession stand to speed up service & relieve pressure on cash queues.
The Key Initiatives That Delivered Uplift
Exclusive in-app competition whereby attendees could enter a draw to win £20 credit to spend at the show.