About
Versant

Products
Rokt Thanks
Industry
Media and Entertainment
Get started

Learn how Rokt can help make the most of the Transaction Moment

Talk to an expert

Versant Digital Platforms & Ventures s'est associé à Rokt pour libérer davantage de valeur tout au long du Transaction Moment™ pour Fandango et GolfNow, en créant des expériences client plus pertinentes tout en générant des profits supplémentaires.

Read the full transcript

00:03 What I love about Rokt is it has remained partner-focused, and I think

00:06 that allows us to trust that what Rokt is asking us to do or is working with

00:12 us to implement is good for both of us

00:18 My name is Will McIntosh.

00:19 I'm the president of a division of Versant called Digital Platforms and Ventures.

00:23 In my day-to-day, there's a lot of context switching between

00:27 brands like GolfNow and Fandango.

00:29 They're iconic digital brands for things like buying movie tickets

00:33 online or reserving tee times online.

00:35 If you love golf, you tend to be pretty passionate about it.

00:38 If you love movies, you tend to be pretty passionate about it.

00:40 These are digitally savvy people, mobile first.

00:43 Like, if you look at the businesses, they've become very mobile app

00:47 or mobile web in orientation in terms of how audiences engage with

00:51 us, where they actually transact.

00:53 Booking a tee time is different than buying a movie ticket, but at the

00:56 end of the day, you're capturing a lot of the same information.

00:59 You're focused on conversion and the Rokt integration, whether pre or post-checkout.

01:04 I think any time we're learning something from any of the properties,

01:07 we're applying it to all two.

01:11 So if you look at what we did with Fandango, we introduced

01:14 payment-related offers.

01:15 So very relevant at checkout.

01:17 You're getting ready to, to pay with some form of payment, and we're showing you

01:20 an offer via Rokt that might get you to consider a different form of payment or

01:25 to sign up for a new form of payment.

01:27 That has worked very well, and so now we're looking to do those kind of

01:31 integrations across the other products.

01:33 Obviously, you're not really displaying this until the consumer's checked out,

01:36 at least in the early stages of what we've integrated, and it's done in such

01:40 a thoughtful way that it almost feels like it's added value for the consumer.

01:43 So we felt like it would be well-received, and that's certainly been the case.

01:47 I honestly don't think Rokt has any peers, especially in its

01:50 core business and what it does.

01:52 You think about Fandango and GolfNow as tech companies, but I actually say

01:55 we're sales and marketing companies that happen to be built upon tech platforms,

02:00 and that's how we think about our partnerships, and that's how we treat

02:03 our partners, and Rokt is one of those.

02:05 Just the way that the company interacts with its partners, I think is unique.

02:09 The audience has evolved over time, and our approach to making

02:14 sure the audience has a great experience has evolved as well.

02:16 So I think the Rokt integrations have only been additive.

02:19 What I have come to learn is Rokt is really becoming a partner on

02:23 conversion optimization for us.

02:25 So not only do we get to tap into the external partners that Rokt delivers

02:29 from an advertising standpoint, but we're starting to work with Rokt to

02:32 optimize checkout for our own products and services, whether that's the membership

02:36 products that we offer on Fandango, and GolfNow, or upselling into other products.

02:41 There's not many partners we have today, tech or otherwise, that I

02:44 think are as focused as Rokt is on helping us drive our core business and

02:49 coming to us proactively with ideas.

02:51 In many cases, we're going to our partners trying to ask them to

02:55 help us implement new ideas or look for new opportunities for growth.

03:00 And I think with Rokt, it's, it, it's Rokt is always the proactive

03:03 partner, which is fantastic.

03:05 There's been so many wins, I don't even know where I would start.

03:07 I mean, one, if you just look at the idea that we're using real estate

03:12 that was previously underutilized or not utilized to drive significant

03:17 revenue, I think that's a win.

03:19 I think the idea that we're able to use the Rokt technology to drive our own

03:23 products and services and, and increase conversion and, and optimization is great.

03:29 And then Rokt continues to expand.

03:30 The acquisition of mParticle, the acquisition of Canal, now

03:33 Rokt Catalog, is leading to more opportunities that we didn't anticipate

03:37 when we started the relationship.

L'opportunité

À travers son portefeuille, Versant touche des millions de clients engagés numériquement lors de moments d'intention claire : l'achat de billets de cinéma et la réservation de départs de golf.

Will McIntosh, Président de Digital Platforms & Ventures chez Versant, a vu une opportunité de tirer meilleur parti de cette attention. Le paiement était bien plus que la fin d'une transaction. C'était l'occasion de créer des expériences client plus pertinentes tout en ouvrant un nouveau canal commercial pour l'entreprise.

Le partenariat

Versant a d'abord activé Rokt Thanks avec Fandango en 2022, puis l'a étendu à GolfNow. Pour les deux marques, Rokt Thanks transforme la page de confirmation en un moment d'engagement pertinent, en proposant des offres lorsque l'attention et l'intention sont à leur comble.

Sur Fandango, Versant utilise également Rokt Pay+ pour afficher des offres de paiement pertinentes sur la page de paiement, incitant les clients à envisager ou à souscrire à un nouveau mode de paiement au moment de l'achat.

Comme l'architecture de paiement est similaire dans tout le portefeuille, les enseignements tirés d'une marque peuvent être appliqués aux autres. Ce qui fonctionne sur Fandango peut enrichir GolfNow, aidant chaque optimisation à se cumuler au fil du temps.

Le partenariat s'est également étendu à l'optimisation des conversions pour les propres offres de Versant, notamment les ventes incitatives d'abonnements et les offres de concessions au sein du parcours Fandango.

L'impact

À ce jour, Versant a généré des profits supplémentaires significatifs avec Rokt. Avec une charge opérationnelle minimale, ce partenariat est devenu une source importante de profits supplémentaires.

McIntosh décrit ce partenariat comme l'un des plus significatifs sur le plan financier pour Versant ces dernières années, sans jamais compromettre l'expérience client.

Honnêtement, je ne pense pas que Rokt ait d'équivalent, surtout dans son cœur de métier. Il n'y a pas beaucoup de partenaires aujourd'hui, technologiques ou autres, qui soient aussi concentrés que Rokt sur notre croissance et qui viennent nous voir de manière proactive avec des idées.

Pour Versant, le partenariat continue de se développer autour du Transaction Moment™. Chaque nouvelle intégration s'appuie sur la précédente, contribuant à créer des expériences client plus pertinentes tout en renforçant un moteur de croissance à l'échelle du portefeuille.

‍

No items found.