The LSO Pulse project is the London Symphony Orchestra’s discounted ticket and loyalty scheme for students – they offer £6 tickets for 10 (thereabouts) on selected concerts throughout the LSO season at the Barbican to students aged 18 years old or more.
I caught up with Jo Johnson, digital marketing manager at the London Symphony Orchestra to find out how the Pulse project was coming along…
“We wanted to update the technology we used to run the scheme and to give it a 21st century feel,” explained Jo, which is why LSO chose to use an app to reach a younger audience. “The app lists all the events included in the scheme, allows the students to share their attendance on their social networks and enables them to buy tickets for themselves and their friends directly from the app.
“It means that they don’t need to leave it in order to call or book online – this also means that they don’t have to pay a booking fee, which would usually be up to a third of the ticket price again on top.”
Jo explained that the tickets are delivered to the app as a QR code, which users can bring with them on the night for scanning on entry: “Students also collect points in the app for completing actions such as sharing with their friends, buying tickets for themselves and their friends and for filling in short surveys after the event. Points build towards a tiered series of rewards, such as CDs, free tickets, free drinks and meals, Amazon and Spotify vouchers – at the end of the season we reward the person collecting the most points with a trip to Paris with the LSO.”
Jo was keen to mention that, overall, the project has gone very smoothly: “We were delighted with the initial take-up of the app by our existing LSO Pulse members and pleased to see that the transition was pretty smooth for them. We haven’t had too many bugs surface in the app itself, and have had a smooth ride on the scanning hardware side, with no on-the-night disasters or total tech failures (aside from a couple of minor Wi-Fi problems!).
“We have been surprised by some of the ways in which the students have used the app – for example, a couple of users without smartphones used the mobile website on a desktop computer and then printed the QR code ticket to bring with them on the night, something we hadn’t considered as a possibility. Luckily this worked just as well!”
Because LSO are yet to do all the data-crunching, Jo didn’t have any concrete numbers but revealed that early indications show that awareness of the scheme itself has grown, with more first-timers attending LSO concerts.
“Our main challenge was related to the scanning process in our venue, the Barbican Centre,” admitted Jo. “When we sat down with them to explain what we wanted to do, they raised an issue with their auditing process – paper tickets were a required part of this and entry to the hall was not permitted without one. They were also concerned about their stewards having to decipher more than one type of ticket quickly when large numbers of people were entering the hall together.
“As a short term solution we decided to set up a dedicated desk for scanning and printing off the tickets that had been purchased in the app – stewards could then hand the purchaser the corresponding ticket after their QR code ticket had been scanned. This also meant the stewards didn’t have to be trained to use the scanners.”
Jo also mentioned another work-around they had considered: “We also thought about a solution whereby we purchased a ticket printer which printed a ticket when the QR code was scanned, but we discounted this solution as the Barbican could only accept tickets printed on their own stock.”
Despite this change to the initial plan, the app team have been working with the Barbican on future implementation of mobile ticketing, and Jo said she’s delighted that their test project has been able to demonstrate to them the pros and cons of this method: “We have however still been able to test the full solution twice at our venue, LSO St Luke’s, with stewards scanning the phones and without handing out paper tickets, which we were pleased to see went smoothly.”
Matthew Caines is a journalist currently blogging and posting updates from all eight projects involved in the Digital R&D Fund for Arts and Culture