Secondary spend is the idea of getting a bit more revenue from your existing customers when they’re with you, and it’s pretty big business. Ben Park, Head of Business Development at Spektrix explains.
Let your website do the hard work
When a customer is moving through the online booking journey they're already in the spending state of mind, so it's a great time to suggest other purchases. Make sure your website is set up to take care of this by setting up your booking path to recommend other purchases automatically. You should be able to link relevant items to the show they're booking so that you're still adding value by offering them something they're genuinely interested in - whether that's show merchandise or programmes.