Stage Entertainment approached iO with the request to grow its overall revenue by increasing ticket sales and visitor numbers at the various musicals. In addition, the company needed to become more agile, data-driven, and customer-centric, and to improve the digital customer experience with insight-driven UX and website optimisations.

As a first step in the digital transformation, our experts migrated the different country websites of Stage Entertainment to one multi-site platform in Drupal. By transforming the digital landscape, content creation and development is now easier to manage centrally.

On this new central website, we make every decision with the musical visitor in mind. In other words, we do not let ourselves be driven by opinions or gut feelings. New concepts, UX designs, and optimisations are always validated with customer data and feedback. Also, new (parts of) websites only go live when A/B tests have shown improved results.

The transformation started with the "Next Stage" movement of Stage Entertainment. An important part of this are the Next Stage Labs: in-house usability labs in offices all over Europe, where the musical lover literally participates in the transformation.

This is how we create a consistent, rich customer experience — based on data-driven insights.