Online Sales Growth Across Zagreb Theaters

Significant growth of online ticket sales in Zagreb theaters

Four Zagreb theaters -- Kerempuh, ZeKaEm, Gavella, and Centar Mladih Ribnjak -- adopted the Mojekarte multi-purpose integrated digital platform at the end of the 2016/17 season. The strategic goal was to lay quality, long-term foundations for the gradual digital transformation of classical promotion, marketing, and sales of cultural products into modern, IT-supported e-processes.

Online ticket sales in the 2018/19 season grew across all four theaters: Gavella +3%, ZeKaEm +19%, Kerempuh +25%, and Centar Mladih Ribnjak an extraordinary +281%. Most of this growth came through the customized online stores created for each theater, which also enabled GDPR-compliant collection of customer data for modern e-marketing.

The marketing databases (CRM) grew significantly: Ribnjak +260, ZeKaEm +2,700, Gavella +6,500, and Kerempuh +15,700 email addresses. Each email address carries a nominal value of 25 to 40 HRK, giving the databases measurable financial value: Ribnjak approximately 7,800 HRK, ZeKaEm approximately 81,000 HRK, Gavella approximately 195,000 HRK, and Kerempuh over 470,000 HRK.

The transformation from manual, subjective processes to modern, digitally managed e-processes requires adaptation to each organization's specificities. Well-led activities over a period of roughly five years should bring the participating theaters to a new paradigm of promotion, marketing, and sales -- one focused on each individual audience member, where data-driven direct and personalized marketing leverages digital channels such as email, social networks, and SMS.

Moje karte d.o.o. from Rijeka is a herald of change on the Croatian market and a promoter of modern ticketing digitalization. All the necessary tools are built into the multi-purpose Mojekarte digital platform, and practice shows it has already taken deep root on the Croatian market.