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Three Counties Showground Announcement


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The Three Counties Showground is a charity based events organisation that is home to the ‘RHS Malvern Spring Garden Show’, ‘Royal Three Counties Show’ and ‘Malvern Autumn Show’ in addition to a number of external events held throughout the year.


Events at the Three Counties’ 90 acre site run over 3-4 consecutive days and can attract up to 30,000 attendees. Until recently Three Counties were unable to identify attendees, which presented the organisation with a significant challenge when trying to improve the customer’s experience, build ongoing relationships and maintain customer retention.

Over the last 6 months, Green 4 have implemented their integrated, CRM driven solution for ticketing, CRM and marketing communications.


Phase 1 of the project has seen the roll out at 8 Point of Sale ticketing booths, which has immediately improved the booking process and provided an effective data capture mechanism. In the second phase they will use this data to trigger personalised emails to customers with the aim of promoting the Autumn Show and encouraging advanced online purchases using Green 4’s online ticketing module. Reducing the strain on the traditional booking office in the lead up to events, this is will also ensure an enhanced experience for customers, as well as crucially improving data capture.
Bar code scanners on the entry gates allow ‘print at home’ to be scanned, providing Three Counties with greater insight into customer behaviour.
For more information on the Three Counties Showground visit www.threecounties.co.uk

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