Broadway Theater Owner Launches CRM and Loyalty Program

By Anuradha Shukla

TMCnet Contributing Editor

 

The Nederlander Organization, a Broadway theater owner and show producer is using Loyalty Lab’s platform for centralized customer management, and loyalty programs for fans of Broadway and other live performances.



Audience Rewards is Nederlander’s new Customer Relationship Management initiative. Hosted by Loyalty Lab, the Audience Rewards Website will enable fans of live performances to create profiles and receive invitations for special events and offers.

In future, Nederland plans to target ardent theatergoers with specific offers and promotions. The company will also reward the patrons for using Loyalty Lab’s integrated messaging capabilities.


“Many of the shows playing in our theaters in New York and around the country have become global entertainment brands and their popularity is fueling the growth of online information and ticketing,” said Executive Vice President, Nederlander, Nick Scandalios in a press release.

He continued: “By establishing an efficient way for us to reach a national audience, we believe this program will also benefit other producers, theatres and related companies working throughout the Broadway industry.”

For more information, visit The Nederlander Organization or Loyalty Lab.

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Anuradha Shukla is a contributing writer for TMCnet covering call centers, CRM and information technology.