Marketing CRM application for comedy theater network
Context
Théâtre à l'Ouest brings together four comedy theaters in France (Rouen, Lyon, Auray, Caen) with a spectator database of tens of thousands of people. The marketing challenge: retain existing spectators and optimize venue occupancy through hyper-targeted email campaigns.
Challenge: Traditional marketing tools (Mailchimp, Sendinblue) didn't allow fine enough segmentation based on spectator behaviors: number of visits, venues attended, preferred show types, tenure. A custom tool was needed to export ultra-precise segments and launch personalized campaigns maximizing engagement.
Technical solution
We developed a custom marketing application:
- AdonisJS backend : Performance and flexibility for complex queries
- NuxtJS frontend : Responsive and intuitive interface for marketing team
- PostgreSQL : Spectator database with complete order and visit history
- Email integration : Connection to email tools (Mailjet)
Features developed:
- Advanced spectator segmentation : Multiple filters (order count, venues, show types, last visit dates, tenure)
- Targeted contact exports : CSV with saved segments, automatic scheduled exports
- Personalized email campaigns : Templates by segment, dynamic variables (first name, last show seen)
- Campaign analytics : Open rates, clicks, conversions (tickets purchased post-email)
- Enriched spectator profiles : Complete history, identified preferences, engagement scoring
- Automatic suggestions : Show recommendations based on history
- Campaign planning : Send calendar, avoid over-solicitation, timing optimization
- Multi-theater : 4 venue management with segmentation by attendance location
Results
+45%
Email open rate vs generic campaigns
+32%
Email to ticket purchase conversion
-60%
Time to create targeted campaign
- Increased spectator engagement : Hyper-targeted campaigns = higher open and click rates
- Optimized venue occupancy : Targeting "inactive spectators last 6 months" reactivates dormant audience
- Enhanced loyalty : Personalized recommendations increase visit frequency
- Marketing productivity : Team autonomous for segment creation and sends
- Tracked campaign ROI : Direct attribution of tickets sold to source email campaign
"With four theaters and thousands of spectators, we needed better campaign targeting. Koala Studio delivered an intuitive web application that segments our contacts based on their habits. Result: precise targeting and significantly higher engagement rates. Essential for loyalty!"
Loïc
Théâtre à l'Ouest
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