Theatres in the UK will now be offering an enhanced, digitally-enabled ticketing promotion scheme through a partnership between the Society of London Theatre (SOLT) and Eagle Eye.

The new digital AIR platform will replace SOLT’s previous paper-centric system, where customers could buy ‘theatre tokens’ in denominations of £5, £10 and £20, which would then be posted out as paper vouchers.

Through the new platform, customers will be able to access their tokens via a unique e-voucher code or gift card, which are then redeemable in-person at theatre box offices or via telephone, and can be used at over 240 venues in London and across the UK.

The new system will also provide SOLT with access to consumer data and tracking capabilities. This in turn allows theatres to target customers with relevant and timely offers and will vastly reduce instances of fraud, as well as protect customers who may have misplaced their paper vouchers.

Nathan Naylor, theatre tokens manager at the Society of London Theatre, said: “SOLT offers a range of services which are more effective and efficient to provide collectively rather than by each member acting individually. The theatre tokens scheme is one of the best examples of this collaboration in action, but the new digital offering will enhance it further for both the theatres and their customers.

“Eagle Eye is the ideal choice to facilitate this move to a digital offering so we can gain invaluable insights into target customers and tailor future promotions to what they really want.”

Tim Mason, CEO at Eagle Eye, added: “We are very pleased to be working with the Society of London Theatre to support their digitisation process and upgrade them from their past, paper-orientated scheme. The Eagle Eye AIR platform enables the company to track the redemption of vouchers in real-time and eliminates the room for fraud which comes with the employment of paper tokens.”

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