How AS Roma increased its conversion rate in online ticketing with a VR Solution
The increasingly fast evolution of technology and consumer demand, is causing all sectors to adapt at a similar pace. The football sector, one of the most capital-intensive and socially impactful, is no exception. The many factors surrounding it forces to make this adaptation even faster, and this technology ultimately has the ability to offer fans an unforgettable experience.
AS Roma faced a series of problems that made the buying process difficult and undermined fan’s experience. A shopping experience that was focused on the Roman fan, without taking into account the millions of tourists who visit the Italian capital each year. For this group, it is naturally more difficult to understand the nature of the venue, and the solutions used at the time did not contribute to a correct understanding of the environment. One of the most relevant problems faced when reversing this situation was the existence of too many pricing areas, which made it difficult for the fan to make a decision because of the excessive variants. The objective was to get people interested in buying a ticket and to do so, with as few clicks as possible in order to significantly increase the purchase conversion rate. For the design of the new solution it was important to take into account that the mobile channel meant a huge number of the transactions, so it was crucial to reach a responsive solution to offer the best of experiences to the users.
To ensure its highest quality of consumer satisfaction, AS Roma decided to include 3D Digital Venue and VivaTicket as part of the final solution. The integration of the 3DDIGITALVENUE PLATFORM, offered by 3D Digital Venue, has enabled fans to check interactive 3D 360-degree views from all seats of the stadium before purchasing their tickets. Being able to select the seat with view of their choice at the click of a button, would play a key role in order to boost fan experience and fan loyalty, and also to empower the comprehension of the venue. 3D Digital Venue has been working tirelessly for years now to make sure their robust technology makes this task of virtualization much easier than what it appears to be. AS Roma also partnered with Vivaticket in order to jointly re-design the new e-commerce, offering a simple and intuitive experience for the users, with the objective of making the whole buying process in only 5 clicks.
After the new check out was made, AS Roma augmented drastically its conversion rate. The integration of the VR solution also made the web traffic rise, and in consequence, the number of sales that were made through the renovated virtual channel. This has been a huge step forward for the club, which has made possible to decongest the offices and accelerate ticket sales in an online environment. The rise of the on-line purchasing has been particularly useful in order to capture metrics to understand the behavior of the users, and this data is extremely important in this kind of projects to evaluate the impact of the new solution.
3D Digital Venue, conceived in 2012 in Barcelona is a global technology solutions company focusing on building 3D Digital Venue Management Solutions for the Sports and Entertainment Industry. Equally unique and diverse in its offerings, 3D Digital Venue has been successfully building best in class interactive solutions that excel in delivering greater fan satisfaction, increasing season ticket holder renewal rates and providing special viewing experiences for prospective VIP buyers.