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Phillies Playing Ball Online to Sell Tickets

Friday, August 28, 2015   (0 Comments)

Philadelphia Inquirer (07/27/15) Sell, David

The Philadelphia Phillies are in last place in their division, but use a variety of strategies to sell tickets. In May, the team listed three games on Groupon with lower-than-normal ticket prices, finding 70 percent were purchased by new customers who were then added to the Phillies' database. The team also uses variable pricing based on the game's importance. The same seat costs more if the game is against a marquee team or on a prime weekend than it would for a mid-week game against a lesser opponent. The Phillies also have started using dynamic pricing, under which the cost of a team-sold ticket rises or falls with supply and demand during the season. "We need to figure out all the ways to get tickets into our customers' hands, as they want to receive them," says Chris Pohl, the Phillies' director of ticket technology and development. He reports to John Weber, who is vice president for ticket sales and operations. The team still prints most season tickets on heavy paper and relies on staffed ticket booths, but prefers to sell and distribute tickets through various digital formats, including the Internet and mobile phone apps. The Phillies also use MLBAM's updated Ballpark app, which is designed to increase mobile ticketing for the primary sale, seat transfers, upgrades, and storing value to buy concessions and souvenirs.


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