14 January 2016 at 3.16pm | 49 Comments
During the first half of 2016 we will introduce an e-ticket delivery option for online ticket purchases. We recently carried out an e-ticket survey in the Paul Hamlyn Hall with a selection of our customers and found that many expect this service from theatres and value the convenience it offers. Electronic ticketing has become increasingly common in the travel and event industries over the last few years with many consumers showing a preference for the option.
For the time being, our website's default option will still be to deliver your tickets by post but the new e-ticket functionality will replace our online option to collect your tickets from the box office. For our international customers, students and those buying tickets within a few days of the performance e-tickets will become the standard option.
The roll-out will commence on the Student Booking Day on the 18 January when e-ticket delivery will be enabled for those purchasing solely for the dedicated student performance of Frankenstein (Students purchasing other Spring Season performances will not see the option). We will then begin to roll-out to all customers buying Summer Season tickets from 16 February when priority booking for Premium 2 Friends commences. The e-ticket option will only be available to customers booking online and will not yet be offered over the phone.
E-tickets will offer the option of either simply showing a ticket on your phone or printing from home. They will be made available through a link in your order confirmation email and then sent to you directly as a reminder email shortly before the performance. E-tickets can also be accessed from the 'Upcoming events' section of your account on the website if you selected the e-ticket delivery option when placing your order. Performance vouchers for programmes, champagne and ice cream will be made available alongside your tickets. We will also deliver your tickets for use in Apple Wallet and similar Android apps that support the passkit format. All tickets and vouchers will display a 2D barcode (QR code) and we are looking to introduce these barcodes across the physical ticket stock too. Having a bar code that uniquely identifies the ticket will, in time, allow us to introduce ticket scanners helping us work more efficiently in understanding access and validating redemption of vouchers.
The experience for customers choosing e-ticket delivery should be very smooth allowing you to pick your preferred method. Whether it's showing the web page or email on your phone or presenting a print out of the PDF, our front of house staff will be ready to accept all formats.
The key benefit for customers is the convenience of having access to your ticket straight away, allowing you swift entry to the building and more time to enjoy your visit to the Royal Opera House. For the Royal Opera House it creates environmental benefits as we'll be able to reduce the volume of printed tickets.
If you have a query about how e-ticketing will affect you or a suggestion for e-ticketing features you'd like to see then please do leave a comment below. We're also collating a list of frequently asked questions so that the introduction of e-tickets is a smooth experience for all.