One Shoe (part of iO)

We've started a digital transformation journey with musical producer Stage Entertainment

Stage Entertainment, known for musical productions such as The Lion King, Mama Mia! and Anastasia, has started a  digital transformation journey. We’re proud to say that we are their creative and digital partner!

One Shoe | 07 aug 2019

Making Moments Magical

Stage Entertainment is a leading producer of musicals, ice shows and concerts, active in 7 European countries with more than 20 theatres.Every day thousands of visitors experience the magic of a musical. The musical producer has the ambition to further expand these magical moments: not only during, but also before and after the shows. Digital solutions and innovative applications - based on a Customer Centric strategy - will play an essential role.

European replatforming process

We are currently working with Stage Entertainment on the first phase of this digital transformation: the replatforming process of the web platform on which all European websites of Stage Entertainment are running. The goal is to guide visitors through the entire musical trip; from purchasing the tickets to a hotel stay and having breakfast the next day. The French, Dutch, Spanish, German, Russian and the corporate website will soon have a uniform backend, but still have the freedom to communicate country-specific and cultural differences. One Shoe organises innovation workshops with stakeholders from the different European countries. We also support Stage Entertainment with development strategy, user experience, interaction design and visual design.

First milestone: launch of Next Stage Lab

The first milestone in the digital transformation has been reached. Based on the ambition to work purely insight-driven, Stage Entertainment and One Shoe have recently opened the "Next Stage Lab". In this lab, new concepts & optimizations for the new websites are continuously validated with customers by means of UX and AB tests. The lab is located at the Stage Entertainment headquarters in Amsterdam. In this way, customer-centric thinking gets a physical place within the organisation.

Martijn Spaargaren, International E-commerce & Digital Transformation Manager at Stage Entertainment is ultimately responsible for the development of all new websites and the associated digital transformation: “The goal is that the new websites in the different countries perform better than the current websites. To achieve this, it is crucial that we work in an extremely customer-oriented manner by continuously checking with the customer what is good and what needs to be improved on our new websites. The founding of "Next Stage" is the starting signal to increasingly establish an experimental culture in the different countries. "

In the coming period we will work with Stage Entertainment on the further roll-out and further development of the platform. The first parts of the new websites are now live through A / B testing.