July 10, 2012, 1:07 PM

Ticket app opens a two-way dialogue with buyers

New smartphone technology enables an audio/visual link with ticket agents.

Lead Photo

The ticket seller's agents can show a buyer the view from the seats the buyer is considering.

Buying a ticket to an event can be filled with uncertainty. Often, it comes down to one question: Is this a good seat?

Web and mobile ticket seller StubNut.com is trying to remove this uncertainty by pulling ticket agents into the mobile picture for consumers using its smartphone app. It has implemented a system called ChoiceView, from Radish Systems LLC. The system enables an audio/visual link between a buyer and the ticket seller within the StubNut.com app, built by Mobile Ticket App, a mobile commerce company that helps primary and secondary market ticket firms sell via apps and m-commerce sites.

A consumer presses a button marked Show Me in the StubNut.com section of the Mobile Ticket App. An agent comes online through an audio connection and shows the consumer visuals of the approximate view from the seats she has selected and other venue materials. She then can move on to buy the tickets or ask for views from other seats to make a different purchase. The results so far from the Show Me button are faster transactions, upsells for better seats and higher customer satisfaction, StubNut.com says.

“We can show buyers options and seat views through our app to help them find the best seats for their price range,” says Rachel Nutt, StubNut.com vice president of sales. “The Show Me feature was a no-brainer for us. We now have the ability to remotely support buyers with chat and visuals so buyers can easily make a decision on what tickets they want to buy. We can simply drag and drop images of venue maps and seat views that we believe will help us close more, higher-value business.”

Mobile Ticket App says other clients are interested in the new m-commerce technology.

“Mobile Ticket App supports over 175 ticket brokers,” says Mark Hunter, senior vice president, “and we have received feedback that suggests ticket brokers with a call center would like to have the ability to help their clients make ticket purchasing decisions while on the road.”

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