Online marketplace Groupon has announced a new partnership with ticketing service Ingresso, which will enable it to significantly expand its theatre offering.
Groupon’s theatre involvement is currently limited to discounted tickets, which it will continue to offer, but it said the Ingresso partnership marked a “move away from predominantly discounted inventory to a choice of quality experiences at market-rate pricing”.
Ingresso, a ticketing distribution service, will connect Groupon with the main ticketing systems used across the UK, allowing for previously unavailable features such as interactive seat selection, as well as e-tickets.
It can also enable the sale of packages – for instance, including food and accommodation with ticket sales – however Groupon has said this will be the second phase of the partnership.
Groupon’s head of live for Europe, the Middle East and Africa John Gibson said: “This marks the start of a new and exciting chapter for Groupon and the clients we work with.
“Understanding buyer behaviour is key to creating meaningful interactions, providing a better customer experience and maximising sales on behalf of our clients, which Ingresso will enable.”
Gibson added he is currently in discussion with theatre operators, but was not yet able to confirm which companies and venues will sell tickets through Groupon.
Vice president for business development at Ingresso Mario Bauduin said: “Groupon is known for giving its customers amazing deals in travel, goods and services and entertainment and by leveraging our distribution platform, we are giving them even more entertainment options to choose from.”
The Groupon and Ingresso integration will launch later this year.