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Selling Merchandise in a Pandemic

Selling Merchandise in a Pandemic

To keep live music alive through COVID-19, drive-in concerts became the best way (and only way) to have a socially distant concert. This new take on concerts allowed fans to still enjoy live entertainment without leaving their car, or compromise their personal space, keeping everyone safe and socially distanced.

The Challenge:

In this new concert era, you need to be able to dynamically and drastically adjust your sales setup and approach if you want to deliver the food, beverages, and merch to fans in a safe and contactless manner. Setting up a booth and waiting for fans to notice it is no longer an option. As Evan Blaire from The Bright Pursuit put it, “we need a solution that will keep everyone safe and eliminate merch lines but not destroy our sales and be time consuming in the process.” So we created atVenu Mobile Orders.

The Objectives

Brief description about what is important and setting up the list of objectives.
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The Solution

Using atVenu Mobile Orders gave our partners at Live Nation, Bright Pursuit, Eli Young Band, and more a way to make your merchandise sales completely contactless, digital, and streamlined for maximum sales.

It allowed fans to not only view the merchandise right from their phone, but purchase it as well. Not having to worry about manipulating our product to work for your event needs, Mobile Orders was built we’ve made customizable fulfillment options and features designed for drive- in concert scenarios such as printable labels with QR codes, easy order search capabilities, and allowing for multiple fulfillment options for your whole product lineup, or a single item.

The Stats and Feedback

90%
Of fans were happy with the overall experience
82%
Of fans didn't miss waiting in line
74%
Would choose Mobile Orders as their way to purchase in the future

Overall, amazing experience. The mobile order and delivery are going to do great things for outdoor music venues

This was so convenient and easy!! I would say maybe have some more options, but all-in-all I hope this is how we buy merch and food always!

Only problem was that the merch ran out!

Customizable Merch Setup

Live From The Drive-In: Deliver merch to the fan

Live Nation wanted a way to be able to have fans purchase merchandise right from their seats in their August drive-in event series. The biggest ask was “to have an easy system to manage all orders and deliver them to the fan.”

Using Mobile Orders concierge fulfillment feature they were able to view orders as they came in, bag and tag them, and with the information of where the fan was seated on their tag, run the merch right to their seat and update the order as completed.

We’ve used atVenu for our concerts and it simplified our whole process, but having Mobile Orders has made everything even easier in this drive-in concert setup.

Live-In Drive-In: Ship the Merch

Live Nation was looking for a way to promote and sell merchandise for their Live-in drive-in event without selling it on-site, so they used the ship to home fulfillment option feature. Fans were able to look and buy the merchandise and it was shipped directly to their house.

With setting up the event we weren’t sure if we would have space or have the merch available in time since it was specific to the event to promote our Crew Nation fundraiser. Using ship to home was a perfect solution and managing everything was a breeze. They even thought through the best way to save the order’s and addresses for us to end to our fulfillment center, it wasn’t an afterthought.

Eli Young Band: Deliver to Fan & Fan Pickup

Eli Young Band was looking for something to help them in selling merchandise during their concert series, and depending on the location they had to adjust how they were going to be setting up their merch booths.

We needed a product that was going to let us adapt our fulfillment options show- to-show, and not take up hours of our time to do. Using atVenu made it so easy. Some shows we bagged the merch and brought it directly to the fan, others we bagged and tagged it and the fans were sent a notification of where to pick it up. Switching fulfillment for our events couldn’t have been easier.

The Solution

Live at the drive in

Live Nation wanted a way to be able to have fans purchase merchandise right from their seats in their August drive-in event series. The biggest ask was “to have an easy system to manage all orders and deliver them to the fan.”

Using Mobile Orders concierge fulfillment feature they were able to view orders as they came in, bag and tag them, and with the information of where the fan was seated on their tag, run the merch right to their seat and update the order as completed.

We’ve used atVenu for our concerts and it simplified our whole process, but having Mobile Orders has made everything even easier in this drive-in concert setup.

Eli Young Band

Eli Young Band was looking for something to help them in selling merchandise during their concert series, and depending on the location they had to adjust how they were going to be setting up their merch booths.

We needed a product that was going to let us adapt our fulfillment options show- to-show, and not take up hours of our time to do. Using atVenu made it so easy. Some shows we bagged the merch and brought it directly to the fan, others we bagged and tagged it and the fans were sent a notification of where to pick it up. Switching fulfillment for our events couldn’t have been easier.

Eli Young Band

For other venues,the band sold merch and fans picked it up at designated locations that was texted to them when it was bagged and ready for them.

Whether it was the drive-in concert venue setup or how much staff we had, we were able to create a seamless merch experience for the fans. As orders came in we would print, bag, and tag the orders and had control of when fans picked up their merch msg there wasn’t any crowding. Just perfect.

Westfield Mall Concert Series

The Westfield Mall Concert Series tagged itself as a ‘socially distant live music experience’, and Mobile Orders was used to accomplish just that. Having fans use their phones, they could view and order merch from their car/seat and would be sent a notification when it was ready to be picked up and where to go.

We didn’t have to worry about anything, the orders came in seamlessly and fans got a notification when we were ready for them to pick up their bagged merch, simple as that.

No Lines

Live From The Drive-In

One of the most important aspects of concerts in this environment is taking all precautions to ensure fans have the best, and safest, experience possible. For the first in a series of Live Nation Drive-In events, they opted for no lines while still providing the ability for fans to buy merch, all digital and all merch would be delivered to their home.

Fans could remain in their designated area and browse the merchandise for sale right from their phone with the custom designed website for the concert. Anything they wanted to purchase would be shipped to their house, so no on-site merchandise fulfillment team needed and the fans didn’t have to leave their seat.

Westfield Mall Concert Series

When Bright Pursuit reached out saying they were going to manage the merchandise of the Westfield concert series, they needed to know that the solution we had would prevent lines while still being able to sell and fulfill merchandise onsite. With using atVenu Mobile Orders “bag and hold fulfillment”, fans were able to place orders from their phone before arriving or during the concert and pick up when it was ready.

Fans didn’t have to wait to hear they name called like a fast food restaurant, atVenu automatically sent them SMS updates on their order and received a text when it was ready so they could walk up and not have to wait. Plus, we didn’t have to deal with people crowding us while we tried to safely get all their orders bagged, tagged, and ready to go.

Eli Young Band

___ from Eli Young Band wanted to make sure that when they sold merch they were able to have multiple options for the fans, ensuring all options prevented lines for the safety of their team on site and the fans.

Depending on the night, to prevent crowding and any lines Eli Young fan’s merch was either delivered right to them or they were sent a notification when and where to pick it up once bagged. The fulfillment choice was based on the venue setup, staffing, and other factors to help ensure that fan safety and no lines were achieved.

Having to sell merchandise in a different environment like this we didn’t think would run smoothly, but fans loved the experience because it was so easy. No waiting in line, no back and forth on sizes, questions, all of that the could look at on their phone.

Live-In Drive-In

Having a concert that didn’t cause any lines or crowding was the main goal for Live Nation’s team. Using Mobile Orders concierge fulfillment, fans had the easiest merchandise experience possible, ordered their merch from their phone and waited for it to be hand delivered. No lines. No crowds. No moving. They could just enjoy the concert.

No Cash, Touchless

Live from the Drive-In

One of the most important aspects of having concerts in this environment was taking all precautions to ensure fans had the best experience possible, so having no lines but the ability to still sell merchandise was essential.

Using atVenu Mobile Orders they had a custom website that showed the merchandise and fans could purchase the merch right from their phone, while in their car or setup next to it in their designated spot, and it would be shipped directly to their house. No worrying about on-site merch fulfillment and lines for purchasing, everything was digital.

“Insert potential quote from one of the guys using atVenu for one of the shows and how easy it was”

Eli Young Band

Using our concierge feature, fans could go to the custom website for the concert series, view and order their merch, and have their orders brought directly to them. While waiting they were getting updates on the status of their orders.

With our bag and hold fulfillment option fans would get notified when their order was ready, and where to pick it up

my team was able to quickly bag and tag all the items, especially with the printer atVenu provided us. This obviously isn’t the same as the original concert experience, but it made it a hell of a lot easier on my team and made it so selling merch was possible.

Pre-Sale Capabilities

Live at the Drive-in

Since we don’t have the typical merch setup, we wanted to sell the merchandise when fans bought tickets and send marketing before the concert, the custom website and URL atVenu created made it doable and gave us an easy url to market.

With allowing sales to start before the concert the team could bag and tag orders early to prepare and prevent any congestion of orders coming in and having to rush bagging.

Conclusion

atVenu Mobile Orders isn’t an existing product adapted to fit the new live event environment we are in, it was built for it from the ground up. With customizable feature sets, it makes it easy to do exactly what you need for your event. “Insert quote from evan or one of the guys using atVenu and their feedback of how it made their event easier.”