Here at Monad, we are always looking for ways to streamline the customer journey, ensuring that every touchpoint, from a visitor’s very first online interaction with your brand to the moment they arrive at your door or gates, is entirely seamless for both your team and your guests. One of our favourite tools for doing just that is our user assignments functionality.
Historically, user assignments have been flexible. Organisations like the Bristol Folk House use them to allow individuals to book multiple places on a class and confirm exactly who will be attending. Several of our partners use it to let parents easily book their children onto termly activities, while other teams use it to manage joint memberships or annual badges – gathering the names of each holder and automatically creating a ‘joint member with’ link between them in the CRM.
It is that last option, the joint annual badge holder, that Wetherby Racecourse has used to great success over the past few seasons. However, with their exciting new racing season going on sale, we’ve worked closely with their team to take this functionality to the next level.
Enhancing the Experience for Wetherby Racecourse and Conference Centre.
Instead of restricting assignments to just memberships, we have enhanced the functionality so that anyone buying tickets can assign any individual ticket to anyone attending with them or choose to continue to receive all tickets together as previously.
The new feature is perfectly timed: Wetherby Racecourse’s highly anticipated October and November fixtures just went on sale this week, and you can check them out right now at tickets.wetherbyracing.co.uk/sales.
To make this transition incredibly smooth for racegoers, Wetherby is shifting to a brilliant new three-part delivery process:
- Order Confirmation: Sent immediately at the point of purchase to confirm the booking.
- The 7-Day Countdown: A friendly reminder sent seven days before the racing fixture. This email includes all the essential event details like the highly anticipated runners and riders, alongside a prompt reminding customers that they can assign their tickets if they would like them delivered directly to their guests.
- Ticket Delivery: Three days before the gates open, the digital tickets are emailed out directly to whoever they have been assigned to, complete with options for PDFs for printing at home, or displaying on a device, as well as Apple Wallet and Google Wallet downloads.
Michelle Campbell, General Manager of Wetherby Racecourse & Conference Centre, shared her thoughts on the new launch and their history of partnering with Monad:
“We have worked with Monad for several seasons now, and they have always been an incredibly supportive partner. When we approached them with the challenge of moving away from instant ticket delivery to a more dynamic, phased process for our digital tickets, they didn’t hesitate.
“They were highly responsive to our specific needs, innovating a flexible user assignment solution that perfectly matches how modern racegoers want to manage their tickets, while always thinking about how this could help their other clients. It’s a brilliant step forward for our customer experience ahead of the new season.”
The enhanced user assignment process in action
Less Time in a Queue, More Time at the Track
They say British people love to queue, but let’s be honest, actually getting through the gates or entering a theatre and soaking up the atmosphere is much more fun!
We are always trying to innovate and improve the user experience to keep entry lines moving. While Wetherby has already significantly reduced time spent at the gates in previous seasons, thanks to our integration with the industry-leading codeREADr scanning tool and the launch of digital wallet tickets, this new feature takes it a step further. By putting the right ticket into the right person’s digital wallet ahead of time, entry becomes faster, smoother, and completely hassle-free. People arriving in different cars? Not a problem. Printer at home on the blink? Send them to your friend!
The Big Picture
This enhancement is all about giving your customers ultimate flexibility over their bookings while delivering a massive benefit to your organisation. Beyond making group arrivals a breeze and removing the bottleneck of one person holding all the tickets on their phone at the gate, it allows you to capture accurate, clean attendee data.
At this year’s Ticketing Professionals Conference, several sessions included conversations about Shadow Audiences. User assignments solve this challenge – instead of only knowing the lead booker, you get to understand exactly who is interacting with your organisation, allowing you to grow your mailing list and build meaningful, direct relationships with every single visitor.
As with all functionality developed by Monad, anything created with one partner is automatically made available to all users, keeping with our development ethos of focusing on the widest possible benefits for every feature request.
If you are interested in this enhanced functionality and want to bring user assignments to your own customers, please get in touch with the support team at support@monadticketing.co.uk – we would love to help you set it up!