“It made us greener and made our customers happier”

Although the Covid crisis has brought several ongoing challenges, the disruption of events has also allowed many of us to carefully assess our business models to try to find ways to innovate and improve to returning customers.

One area we felt we needed to focus on was the barriers that venues and customers often face in relation to ticket delivery, which is particularly prevalent in the UK venue allocation model. , making it difficult for venues and viewers to migrate to an all-digital experience and negating the need for rigid action tickets.

The nature of the UK concert industry means that allocations for a single concert venue can be split between several ticket agents, with a large percentage of tickets being printed and then sent on long courier journeys across the country, which which causes multiple concerns – from delays in delivery to those of an environmental nature.

AXS and its partners agreed that there had to be a better option, for fans and artists who care about sustainability and customer experience as much as we do. In early 2019, we launched our new mobile ticket AXS Mobile ID, overseeing its implementation across two of our most prominent UK partners – The O2 and OVO Arena Wembley. AXS Mobile ID introduced a mobile ticket with a real rotating barcode, linked to a fan’s identity, which refreshes every 59 seconds.

There had to be a better option, for fans and artists who care about sustainability and customer experience as much as we do.

We recognize the need for fans to be able to transfer or sell tickets, either to friends and family or to other fans when they can no longer attend a show. That’s why AXS Mobile ID has integrated functionality allowing ticket holders to transfer tickets on a peer-to-peer basis or relist tickets, capped at 10% above the original purchase price, on AXS Official Resale, providing a secure, fair-priced resale option for venue customers.

All positive steps. However, a percentage of people still traveled to venues with stock or e-tickets sold by competing ticketing companies working in conjunction with a show’s promoter. Such tickets could easily be sold on secondary venues resulting in negative fan experiences, such as unexecuted or even fraudulently issued tickets. We realized that what we had done so far only solved part of the problem, and we had to bring all the parts together to solve it completely.

The key to finding this solution was teamwork – with our venue partners and also our ticketing competitors. To make a place 100% digital, we had to make sure everyone was working together. As such, we have taken the initiative to open our API to our competitors and have worked on rigorous data sharing agreements to ensure the security of customer details.

The integration of a single company is expected to save more than 27 kg of CO2 per year

With newly forged third-party integrations, customers purchasing from dispatch agents now receive and access their tickets through the venue’s own mobile app, instantly eliminating the need for duplicates, postage, or separate queuing the night of the show. This is a world first in broader industrial relations and technology integration, and in positive green news, the integration of a single company is expected to save more than 27 kg of CO2 per year.

As the country emerged from Covid restrictions, we tested this new technology on one of the first return shows at The O2 – 17,000 people who bought from different ticket agents were scanned seamlessly into the venue through the room app. Additionally, in six months, the site distributed 200,000 digital tickets, with another 80,000 going from paper to digital for The O2 premium ticket holders over the same period.

As we look to the future, we see sites across the UK moving to a 100% digital model, helping them become contactless and better understand who is on their site on a night out spectacle.

This award-winning third-party integration system from AXS is ideal for our customers, but also for the companies with which we have integrated. It has made us greener, reduced hard stock, and made our customers happier with a much easier and safer event day experience. It just shows what we can do when we work together to put customers first!


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