uitpas and a kaart
Post on 14-Jul-2015
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Smart cards for boosting cultural attendance
Get more people involved
with
culture & leasure activities
Reduce barriers to participate
# The best thing we can do for
hard to reach audiences,
is to make a card for
everyone
City of Antwerp
- 492.000 citizens
- 167 different nationalities
- 94.000 people: increased compensation in
health care (OMNIO)
Aalst region
- Aalst, Erpe-Mere, Lede, Haaltert
- 80.000 + 19.000 + 17.000 + 17.000
= 133.000 citizens
- +/- 130 different nationalities
- 2.400 people have a discount pass
register status discounts
5 introductory offers
collect points get discounts
customer insights and communication
Where can the A-kaart be used?
52 locations ... and more coming up
can be used almost everywhere ...
where something is to be found...
Communication is key
– Discounts
– Customized tips to leasure activities
– Increased visitor rates
– Visitors insights (profile)
– Audience development for
hard to reach target groups
(non stigmatizing)
– Insights in leasure behavior
– Increased participation of vulnerable social
groups
What’s in it for whom?
Situation 27 november
Number of cardholders: 86.300
Used introductory offers: 58.900
Collected points: 899.000
Used points: 98.500
People with OMNIO-status (increased compensation in
health care): 3.200
14359
42337
57102
6481262178
84728 84828
7895282695
96326
114171
89761
0
20000
40000
60000
80000
100000
120000
Collected Points
37 2374
324
537
823782
928 927
1355
1856
1449
0
200
400
600
800
1000
1200
1400
1600
1800
2000
dec '10 jan '11 feb '11 maa '11 apr '11 mei '11 jun '11 jul '11 aug '11 sep '11 okt '11 nov '11(onvolledig)
Used Points
Cumulative number of transactions since activation
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 1 2 3 4 5 6
Aantal maanden sinds activatie
7 of meer transacties
4 tot 6 transacties
1 tot 3 transacties
geen transacties
Ingredients for succesful actions
- Card infrastructure
- An attractive activity
- An advantage (main reason to buy a card)
- Communication
ModeMuseum – Walter Van Beirendonck
Newsletter week 37:
“You get a free ticket in exchange for your introductory offer to
the museums”
ModeMuseum – Walter Van Beirendonck
City Magazine Week 40
0
10
20
30
40
50
60
70
80
90
2011.W37 2011.W38 2011.W39 2011.W40 2011.W41 2011.W42 2011.W43 2011.W44 2011.W45 2011.W46
Collected Points
Newsletter Magazine Newsletter
EcoHuis: Train of ideas
Mailing week 38: Train of Ideas
The 'Train of Ideas' is a mobile, interactive exhibition about
ecology.
Visit this exhibition and collect 1 point.
EcoHuis: Open House
Mailing week 42:
Come to the open house! In exchange for 10 points
you get a free Eco-gadget.
0
100
200
300
400
500
600
700
800
900
1000
Collected Points
Used Points
Train of Ideas Open House
Palazzo Rubens
De gekoppelde afbeelding kan niet worden weergegeven. Het bestand is mogelijk verplaatst, heeft een andere naam gekregen of is verwijderd. Controleer of de koppeling verwijst naar het juiste bestand en de juiste locatie.
Two action weekends:
In exchange for 10 points, you can visit the exhibition for free!
0
20
40
60
80
100
120
140
160
180
200
2011.W40 2011.W41 2011.W42 2011.W43 2011.W44 2011.W45 2011.W46 2011.W47
Collected Points
Action weekends
Amuz - OMNIO-action
Baroque evening: Dinner + walk + concert
Normal price: 59 EUR
Reduced Price: 20 EUR
���� 10 subscribers with OMNIO
Coverage
UiTnetwerk took 3 years to reach 66%
Leveraging the network is key but roll-out UiTPAS
cannot be compared ...
Interoperability
• Usability versus Attribution
• Choice doesn’t affect the philosophy of the loyalty system
Access
New Applications
Stored value account
Micropayments
Interaction & participation
Feedback- Voting- Recommendation
One-stop shopping
Ticketing
Social media
Facebook, Twitter, ...
Profiling
Cultural dating
......
Roles & financing
Subsidies for
central system
Avoided costs
at local level
Available funding
for operations
Incre
ase p
roductivity
Less invesm
ents
Partnerships, other apps...
Scale &
Multiplicator effects
Q&A
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