A Night at the Theatre

CRM goes highbrow this week as Loyalty Lab, Inc., an on-demand relationship and retention marketing solution for consumer brands, announced that The Nederlander Organization had chosen to implement the Loyalty platform.

The Nederlander Organization is Broadway’s largest theater owner and show producer; the Nederlander / Loyalty Lab platform project reportedly represents the first deployment of centralized customer management and loyalty programs for fans of Broadway and other live performances. The new program is known as “Audience Rewards,” possibly the first customer relationship management initiative by a major player in the Broadway theatre and production business.

Nederlander owns nine theaters in New York and other venues throughout North America and in London. Nederlander is also a producer of theatrical works, ballets and concerts. Loyalty Lab’s hosted Audience Rewards website will enable fans of live performances to create profiles and receive invitations for special events and offers. Ultimately, Nederland will target habitual theatergoers with specific offers and promotions using Loyalty Lab’s integrated messaging capabilities.

“Audience Rewards is an important step in the maturation process of the Broadway industry,” says Nick Scandalios, Executive Vice President, Nederlander. Indeed, it does seem the thespiary art is a bit behind the times on this one. Claims Loyalty Lab CEO Mark H. Goldstein, “The Broadway community, up until Audience Rewards, has never had any way to communicate directly with fans of live theater, let alone offer them a best-customer loyalty program.”

Welcome to the 21st century, then, Mr. Brecht.

San Francisco, Calif.-based Loyalty Lab is a provider of on-demand relationship and retention marketing solutions for consumer brands. Loyalty Lab’s flagship Customer Relationship Manager Suite provides retailers and service companies with integrated and on-demand email, campaign management, loyalty programs, and incentives from a single desktop. Loyalty clients include Smith & Hawken, 1-800-FLOWERS.COM, and Bally Total Fitness.

Family-owned for three generations, the Nederlander Organization is a company specializing in management and operation of theatres and “productions of distinguished entertainment.”