• Share on Facebook
  • Share on Facebook
  • Share on Linkedin
  • Share by email
  • Share on Facebook
  • Share on Facebook
  • Share on Linkedin
  • Share by email

Research just published by Coventry-based marketing:arts suggests that arts venues have been achieving disappointingly low levels of customer retention, with 64% of bookers having attended a venue only once in the past eight years.
Using box office sales data drawn from 16 venues across England and Wales, the figures are based on a sample of a million bookers. They demonstrate a direct link between customer loyalty and increased sales, with customers of seven years standing buying almost three times as many tickets annually as new customers. Furthermore, 10% of bookers generate about 60% of ticket sales. Commenting on the findings, director of marketing:arts Richard Hadley said: ?We?ve demonstrated beyond doubt that at the moment the industry is banking its long-term survival on just a few high spending, switched on customers. Marketers must urgently give more emphasis to retaining existing customers over the pursuit of new ones.? The research findings, reported in The Loyalty Effect, can be found at http://www.artsnet.org.uk.