Optimizing the average basket for an event

The average basket is at the heart of the concerns of retailers. For several years, it has also become an issue in the event sector. What do organizers do to increase the average basket when selling tickets for an event online?

The average basket for an event

To begin with, it is interesting to note that the average amount of online purchases in France has been estimated at 65.5 euros in 2018, According to the FEVAD. An average basket is down, but an annual expenditure of €2,200 per buyer is up due to the multiplication of small purchases by French Internet users.

How do I calculate the average basket?

Over a given sales period, simply divide the total turnover of the point of sale (in this case, the online ticketing platform) by the number of buyers.

Example: €6500.00 in sales for 135 buyers.

The average basket is calculated as follows: 6500/135 = 48.15€ on average.

This data makes it possible to visualize the purchasing abilities and habits of participants. It is essential to take appropriate measures to act before and during the marketing period of an event.

On the Backoffice Of the online ticketing Wilout, organizers have access to a dynamic dashboard as well as a tab reserved for data analysis. They will be able to find out in real time a certain number of financial indicators and in particular the average price paid by your participants to attend your event.

In addition, they can compare several events, the types of tickets sold, and have visibility on their audience (genre, geographic sector). This allows them to better understand who their buyers are and to consider the development of an adapted strategy.

What are the strategies to increase the average basket?

The objective is to increase the average basket while knowing that the number of buyers can be stable. So they're going to focus on a enrichment of the pricing strategy.

For example:

Here are some offers offered in limited pre-sales for a concert offering a normal admission at €15.00:

• Purchase of a starter and a soft drink: €16.00
• For the purchase of a tote bag, free admission: €22.00
• Duo pack: €25.00 for 2 adults

Some sports clubs thus offer the purchase of match packs or the sale of goodies in the colors of the team.

Amusement or zoological parks have been offering offers including accommodation and/or transport for several years. The famous Beauval Zoo has thus increased its average basket by nearly 30% by completing its offer of multiple options and services at prices ranging from €5.00 to €350.00 for one night in a lodge in the heart of the zoo.

On the other hand, conference organizers are not left behind. In fact, the TEDx regularly expand their offers with options such as access to a cocktail or even a dinner.

We can notice that all types of events are concerned with the question of enriching their offers. However, it should not be overlooked that if the aim is to encourage the participant to complete their purchase, this will be done by offering a relevant option for the public according to the type of event.

Online ticketing combined with pricing strategy

When they sell tickets using the platform of Wilout online ticketing, organizers have access to a very complete dashboard.

They are in a position to multiply their offers according to the results and to establish sales phases. For example, they can easily pre-sell personalized electronic tickets including special packs, new options or even goodies.

Ideally, the pricing strategy is prepared prior to the creation of online ticketing. However, it is possible to intervene at any time during the sale thanks to Wilout's dynamic tools. Organizers have real-time visibility on their sales. They can thus adjust the quantity of packs available up or down or add new offers.

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What you need to remember is that thanks to its great adaptability, the online ticketing solution is a real commercial instrument that allows events to be a success.