Dynamic pricing at the Indianapolis Zoo addressed the critical issue of visitor experience that administrators were hoping to address. However, it also had a couple of unexpected benefits…
Jan Alan Eglen was one of the first to turn dynamic ticket pricing into a cottage industry. He founded Indianapolis-based Digonex Technologies Inc., which through its algorithms has recommended prices for teams since 2009. Pro sports uses dynamic pricing more, but Eglen believes its use will increase in college.
“We are certain that dynamic pricing is the future of all inventory management,” said Emmis Chairman and CEO Jeff Smulyan.
Dynamically priced tickets can change by the hour, day or week, depending on a team’s preference and needs, and prices can go up or down. There are strategies to make money either way.
“Digonex was really one of the first companies…Other companies did it, but it was somebody sitting at a computer, pushing a button – not the way Digonex does it with algorithms.”
Digonex will provide LIDS with an automated system, which will manage and alter merchandise prices to improve sales. The pricing will be based on consumer aspects, including competition, consumer purchasing behavior and additional primary elements impacting the prices.
The system, which is being touted in Britain this week by one of the biggest players in a booming US market, also promises to transform ticketing in music and theatreland…”Dynamic pricing in real time is,” one theatre executive says, “the Holy Grail.”