One Shoe (part of iO)

Audience member at musical in leading role


Last year, before the corona crisis, with support from One Shoe, Stage Entertainment transformed from a traditional show producer to an agile, digital-minded, customer-centric organisation where everything is about putting the audience member at a musical at number one.

Digital transformation of Stage Entertainment

The Lion King, Tina, Anastasia: annually, over 7 million audience members in Europe, London and New York enjoy a musical from Stage Entertainment. This makes Stage Entertainment the largest musical producer in Europe. After a 'waterfall' production process, shows are launched to the general public. The primary driver for the success of these shows is online ticket sales, but the business did not yet really possess a digital mindset.

The challenge: with offices in five different countries, to go from a fragmented digital landscape and a classical, systematic mindset to an agile, data-driven organisation. To a consistent digital landscape where the audience member is always number one. To the continuous improvement of the digital customer experience based on insight-driven UXvisual design and website optimisations.

Goal: increase in ticket sales

The digital landscape of Stage Entertainment presently consists of four country websites (SpainGermanyFrance and the Netherlands) with around 23 shows, on which musicals including the following may now be found: Anastasia (Spain), Frozen (Germany), Tina Turner (the Netherlands) and the international corporate website. It is expected that other countries will be added to these later. In the transformation, there was high-level direction on various KPIs with the aim to have the total turnover grow through an increase in ticket sales and higher audience numbers at the various musicals, and to make the relevant operational processes within Stage Entertainment more agile and customer-centric.

Drupal 8 multi-site platform

At the technical level, the digital landscape has been completely reconstructed and positioned within a new architecture. Rather than separate websites, the content creation and development of which was all done locally in Germany, the Netherlands, Spain and France, the entire digital landscape, including the corporate website, was developed centrally from one single Drupal 8 multi-site platform.

Continuous testing and improvement

We have created a consistent, richer customer experience, entirely defined from the viewpoint of the audience member at the musical. No more decisions based on opinion or gut feeling. New concepts, UX design and optimisations are now always validated with customer data and customer feedback. New (parts of) websites only go live once it has been demonstrated by split AB tests that the results are better. Then these results are shared among the different countries and scaled up to European level.


Internal digital transformation

The transformation started at Stage Entertainment itself. The starting gun for the digital transformation was launching the ‘Next Stage’ movement in the presence of the various countries. An important part of this is the Next Stage Labs; the established in-house usability labs in offices in Amsterdam, Paris, Hamburg and Madrid. Here, the musicals aficionado literally participates in the transformation. The insights are shared with the entire organisation through the monthly Next Stage Insights newsletter.


Significant increase in results in 2019

Re-design of Spanish Anastasia website (old v. new) using AB-test:

+7% increase in conversion rate
+9% increase in number of tickets sold
+7.6% increase in musical trailer videos watched (engagement)

Re-design of Dutch Anastasia website (old v. new) using AB-test:

+21% increase in clicks on ‘Book now’ button (on mobile no less than +33%!)
+167% increase in musical trailer videos watched (engagement)


Stage Entertainment at the top of the entertainment industry

Although the corona crisis is currently having a major impact on the entertainment sector, Stage Entertainment is looking to the future. Once the situation stabilises and people can again enjoy a magical evening out, Phase 2 will start. The ambition is to further expand the magical moments of the musical: not only during, but also before and after the show. Ideas could include inspiring and tempting potential audience members, the purchase of the tickets, a visit to a restaurant before the show and hotel accommodation. Through this change in mindset and working method, Stage Entertainment intends to remain at the top of the entertainment industry!