Théâtre à l'Ouest
Custom marketing tool for 4 theaters
How to fill 4 venues with targeted campaigns instead of generic emails
Context
Théâtre à l'Ouest operates 4 comedy theaters in France with tens of thousands of spectators in the database. But traditional marketing campaigns (generic email sends) weren't filling venues: the approach was too broad.
Challenge: After auditing the marketing stack, the solution was clear: segment spectators by behavior (visit frequency, preferred venue, show type preferences) and send hyper-targeted campaigns. This required a custom application to replace generic email tools that lacked the segmentation power needed.
Results
+45%
Email open rate vs generic campaigns
+32%
Email to ticket purchase conversion
4
Venues now consistently filled through targeted campaigns
- Venues filled through targeting : Hyper-segmented campaigns drive ticket sales at each location
- Reactivated dormant spectators : Targeting "inactive 6 months" campaigns bring back former audiences
- Higher engagement : 45% open rate means spectators open emails and respond
- Measurable ROI : Direct attribution of ticket sales to specific campaigns
- Marketing team autonomy : Team creates segments and launches campaigns without technical help
"With four theaters and thousands of spectators, we were sending the same emails to everyone. Koala Studio built a custom segmentation tool. Result: +45% open rate and +32% email-to-ticket purchase conversion. We wouldn't go back."
Loïc
Théâtre à l'Ouest
Technical solution
We developed a custom marketing application:
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
Tech stack
- → 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)
Information
Client
Théâtre à l'Ouest
Duration
3 months
Services
Marketing advisory & audit
Custom business application
Email integration
Sector
Technologies
Private web application
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