SIA “Biļešu serviss” is one of the leading ticket sales companies in Latvia and a leader in the Baltics. For more than 20 years, it has been working to provide the widest range of entertainment for customers – from concerts and theater performances to a wide range of sports competitions, seminars and conferences. However, the company is aware that in today’s dynamic world it is impossible to stand still and stagnate. It is necessary to constantly move forward, because everything around flows and changes, new technological possibilities also appear. In this regard, “Bileš servis” has many plans and ideas.
The system is constantly being improved
“Biļešu serviss” is part of “Piletilevi Group”, the largest ticket distributor in the Baltics, which operates in Latvia, Lithuania and Estonia. The number of tickets sold and events served by the company is constantly growing. “Biļešu servisa” board member Līga Rubine tells more: “We have 26 years of operating experience in the Baltic market. In total, the group sells about 7.5 million tickets and serves about 30,000 events a year. We are known as the biggest cooperation partner of such music giants as “Metallica”, Ed Sheeran, Robbie Williams, “Depeche Mode”, “Imagine Dragons”, “50Cent”. The same can be said about notable sporting events, such as the basketball Euroleague tournament in Kaunas and the biathlon World Cup competition at the Estonian Winter Sports Center in Oteppe.
This means that tickets for these events could be purchased through the “Piletilevi Group” ticket sales platform in all Baltic countries, but in Latvia it was conveniently provided by the “Biļešu servisa” sales network. Looking back, we see that the development of the ticketing system has been continuous, especially in recent years. At the moment, we have several plans on a larger scale that will allow us to offer new products to our customers.
One of them will be a self-service service, which will allow event organizers to put their planned events on sale and conduct marketing campaigns and other activities independently, even without the participation of “Biļešu servis”. In principle, this would allow the event organizer to operate much more freely and independently not only with administration issues, but also with data analytics. It would no longer be just, for example, preparing invitations or making reservations, but the ability to completely create an event from scratch, plan room prices, ticketing strategies, etc. Also, the transition to a completely new ticket sales and control system will soon take place, which will give the opportunity to preserve the advantages of the existing systems and supplement them with new opportunities for event organizers.”
The biggest positive changes will be felt by the organizers
Regular users of “Biļešu servisa” services have probably noticed that the image of the company has changed visually and the purchase process has become smoother. However, Līga Rubine emphasizes that event organizers will feel the biggest changes: “Events will go on sale faster, that is, as soon as the organizer has made a decision about it. Our big plan is to improve the convenience of event organizers, for example, by offering much more analytical data and providing technical capabilities so that the organizer can independently plan his ticketing strategy and technically execute it himself. If in previous years improvements were made to make the ticket purchase process easier for buyers, now the system is being built so that the event organizers see the benefit. In fact, it will be a mutual benefit for both organizers and buyers – Piletilevi Group has expanded by adding the largest ticketing operators in the Czech Republic and Romania. This gives the client the opportunity to also find events taking place in these countries on the “Biļešu servisa” page, and comfortably purchase tickets through a sales channel already known to him. This would be one of the conveniences that the ticket buyer could get as a result of this geographic expansion of the company. As for event organizers, with one cooperation agreement it will be possible to sell tickets in the Czech Republic and Romania as well and to attract additional visitors to the events taking place in Latvia.”
Guarantees convenient, safe and profitable ticket purchase
Līga Rubine draws our attention to the fact that “Biļešu serviss” also devotes a lot of effort to security issues: “At the moment, we observe in the market that after the cancellation of the Covid-19 time restrictions, when larger events are back on sale, various fraudsters and people who like to make easy money have become active again. Much more often, tickets are resold with fraudulent intent, playing out schemes that result in the sale of the same ticket to multiple event attendees. In some cases, buyers have indeed bought fake .pdf tickets, which happens mainly because they make purchases “from hand”. This is the primary risk factor, as a result of which the intention to attend a concert may end with the fact that you cannot enter the event and have to pay again for a new ticket. Therefore, I would like to emphasize that the consumer should pay attention to the channel in which he buys tickets. It is better to do this with the help of an official ticket distributor, as this is the only way to protect yourself and be sure that you will be able to attend the event. In addition, “Bilešu serviss” is also planning a new solution to reduce resale opportunities. I would like to emphasize that reselling tickets is not legal, however, people still use this buying option, so you have to be careful.
It’s not uncommon to see one careless oversight, when visitors feel so happy about going to the event after buying a ticket that they post a picture of the document on social networks to show it to their friends and followers. However, in such a case, it may happen that the unique information of the ticket becomes visible in this picture – bar code, ticket ID – and someone successfully uses it. Therefore, it may happen that the great joy turns into disappointment that you cannot get inside the event. Therefore, we ask everyone to be careful when spreading information about the tickets they have, and it is better not to do it at all.”
Ability to reach a wider audience
Today, the most advanced ticket agents no longer deal with direct duties only. Speaking about the company it represents, Līga Rubine confirms that “Biļešu serviss” has expanded its ticket sales service over time and has also become an advertising channel: “It is an opportunity to gain wide visibility by using the platform of the ticket seller directly. In particular, “Biļešu serviss” offers various solutions both within our own resources, as well as consulting and advertising planning on a larger scale, including in the Baltic countries. Namely, it is an additional service offered by the ticket seller. Communication with the ticket buyer is also in his hands. Everything together ensures excellent communication, which allows you to coordinate any questions related to possible event changes and other things that are important for the visitor to know before going to the chosen event.
This is a very important thing that event organizers should pay attention to, because today the range of ticket trading platforms is quite wide, and everyone can choose the most suitable one – according to their needs and willingness to pay for the specific service. However, we should remind you of one thing that event organizers quite often forget, that is, ticket sales is not just a technical solution that allows you to sell a ticket and go to the event with it. It is also customer service, which includes a fairly large set of services provided by the ticket agent on a daily basis. Of course, often in cases where such platforms are used where there is not even an app in Latvian, the buyer may be confused about what happened to his ticket if he did not receive it. Then doubts arise as to whether the transaction has been carried out correctly, and there is often a lack of information on who to call or otherwise contact to resolve the confusion. “Bileš serviss” pays a lot of attention to this aspect and takes care on a daily basis so that the consumer can receive all the necessary information, including being sure that everything is in order with the purchase and that he has left his data on a reliable platform with high security standards.”
The company also offers extensive cooperation opportunities for organizers of smaller events who want to sell tickets independently without the involvement of a ticket seller. Līga Rubine says: “I would also like to emphasize that “Biļešu serviss” is not one of those companies that cooperates only with organizers of large-scale events. We are also happy to take part in servicing smaller events. Let’s say, there was just a wonderful sunset concert in Talsi region as part of the Home Cafe Days.
You can also buy tickets for various master classes in “Biļešu servis”. Therefore, it does not really matter how many visitors will attend an event, we are also very happy to cooperate with the organizers of small events. Gatherings can take place in many different formats, and whether it is a small concert, a conference, an exhibition or a master class, it does not matter.”
Speaking of the future…
Expanding the use of IT and involving artificial intelligence could also be a perspective in the field of ticket sales. Līga Rubine admits that “Biļešu serviss” is also thinking about what the new future will be: “The phrase “artificial intelligence” is becoming more and more modern every day. Of course, we also expect that the time will come when such a reality as dynamic pricing or communication with the ticket buyer directly during the ticket sales process will also become our everyday life. But for now, we see that also in the culture and entertainment industry, artificial intelligence would be useful in everyday work and process. In order to better understand how to apply it, we are planning a series of seminars specifically on the use of artificial intelligence tools in the culture and entertainment industry.
In conclusion, I would like to mention a positive nuance – the latest ticket sales data show that the attendance of events is similar to the level of 2019. This shows that people are ready to attend events and “Bileš Serviss” is a place where artists can meet their fans.”
Text – ILONA NORIETE
2023-10-14 04:23:00
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