Malmö Opera and Malmö Live organise world class musicals, operas and concerts for music lovers in the Southern Sweden and Greater Copenhagen region. Thanks to a new partnership with Nordea Connect, event goers now have easier options for purchasing tickets using their preferred payment methods, including cards, Swish and MobilePay.
Malmö Opera is one of the largest opera houses in Scandinavia and the Malmö Live Concert Hall offers a wide variety of concerts and events covering all sorts of music genres. In combination, Malmö Opera and Malmö Live are two of the biggest musical event promoters in Malmö and are owned by Region Skåne (the Skåne region) and Malmö Stad (Malmö City).
As part of an initiative to build a new purchase path that would improve the accessibility and functionality of the online sales flows for their customers, Malmö Opera and Malmö Live embarked on a two year project to upgrade their existing web platforms. An important part of the process involved finding a PSP (Payment Service Provider) solution that would also be able to provide upgraded payment window functionality and accessibility in the last step of the purchase path. Nordea’s own PSP solution Nordea Connect was selected as the final piece of the puzzle to enable accessibility across the complete purchase path for all of Malmö Opera and Malmö Live’s customers.
Josefin Johansson, Sales Manager at Malmö Opera, says: “Together with our consortium partner Malmö Live, we wanted to upgrade our online sales flow to add more functionalities that meet the needs of our many different types of audience groups. Since we’re owned by the region of Skåne and Malmö Live is owned by the city of Malmö, we have a really big responsibility to ensure that everyone in the region should feel welcome to enjoy our events. That should also be the same on our websites, so we have screen readers to help the visually impaired and we have now launched an English version of the purchase path to expand the language options. Thanks to Nordea Connect, we have also been able to increase the payment choices from previously being only cards to now include Swish and MobilePay.”
Together with our consortium partner Malmö Live, we wanted to upgrade our online sales flow to add more functionalities that meet the needs of our many different types of audience groups.
Josefin Johansson, Sales Manager at Malmö Opera
Making it seamless
In order to give their customers a seamless purchasing journey, Malmö Opera and Malmö Live chose the white label version of Nordea Connect, which means that the actual payment page is designed to blend in with the rest of the website.
Matilda Anderö, Cash Management Adviser at Nordea, says: “Offering an adapted look and feel for the payment page was something that we were able to provide. By adding a logo, changing colours and alternating the payment options, Malmö Opera and Malmö Live managed to redesign the Nordea Connect payments page to suit their design wishes. We were also able to meet all of the accessibility needs of the websites to make sure users with special requirements could access the necessary information.”
Josefin adds: “Accessibility is connected to design and it was very helpful to be able to tailor the payment window and select a lot of contrasting colours in order to enable the screen reader to be used. Our goal was to make sure that our customers wouldn’t even notice that they have actually left the website and moved into the Nordea Connect payment window. So we have tried to make it look as much like our own webpages as possible.”
Our goal was to make sure that our customers wouldn't even notice that they have actually left the website and moved into the Nordea Connect payment window.
Josefin Johansson, Sales Manager at Malmö Opera
Passing the first test
Following an implementation period of one month, the new Nordea Connect solution was launched on 1 April and faced its first test with a live streamed event that also proved to be popular with international viewers.
Matilda says: “We have already had a chance to stress test the new solution recently with a large online concert that sold out around one thousand tickets in just a few minutes. Everything functioned fast and efficiently. As soon as Malmö Opera and Malmö Live launched the Swish payment option, a large proportion of customers chose to use that mobile payment method for purchasing tickets directly from the first go. This really showed how popular the payment type has become in all aspects of purchasing in Sweden.”
Josefin adds: “We recently held a big streaming event with a very large international audience that we haven’t actually seen before with viewers from around 50 different countries. This was good timing as we had just launched the English language version of the purchase path. For customers in our home markets, 70% paid for their tickets using mobile payments. The demand for mobile payments was bigger than we previously thought. Of course, if the purchase path is easier to access by mobile, the needs will change to also be able to pay by mobile as well. That was interesting to see.”
Covering all mobile payment needs
With Malmö being a key hub in the Öresund metropolitan area (also known as Greater Copenhagen), Malmö Opera and Malmö Live often experience a large number of Danish visitors to the various concerts and events. For this reason, the possibility of adding both Swish and MobilePay to the Nordea Connect payment page proved to be important new payment options to be able to offer customers.
Josefin says: “For our opera productions, we usually have between 15 to 25% of the audience coming from Denmark. Previously they had to either manage to go through the Swedish version of the sales flow or to call us up in the box office. Now they can navigate the website in English and also purchase tickets via MobilePay. We actually think we will be able to relieve some of the workload on our box office telephone bookings now that we have established a more easy to use purchase path.”
As soon as Malmö Opera and Malmö Live launched the Swish payment option, a large proportion of customers chose to use that mobile payment method for purchasing tickets directly from the first go.
Matilda Anderö, Cash Management Adviser at Nordea
Linking to digital payments
Nordea Connect’s backend, known as the ‘Merchant Portal’, also enables Malmö Opera and Malmö Live to send payment links directly to any customers having difficulties navigating payments on the websites.
Matilda says: ”Malmö Opera and Malmö Live are very happy that the merchant portal enables them to support people who may not be able to use their websites. Customers calling to request tickets are asked their mobile phone number and sent an SMS with a payment link that can be paid using Swish, MobilePay or with a card. Hopefully this makes it a little bit easier for some of the older generation and people not comfortable with paying over the web to purchase their tickets in this way.”
Josefin adds: “It’s been really helpful during the last couple of months while our box office hasn’t been open. We have a lot of customers that are not so used to digital channels and it’s been quite new for them to even buy tickets online. Its been a small first step in that direction to help them over the phone and to be able to talk them through the process. Even if we send customers a payment link by email or by SMS, the box office staff can still stay on the phone with them and guide them through to make their first online purchase. Maybe the next time they will be able to do it all by themselves online.”
Fast and effective implementation
In the end, the integration of Nordea Connect to both Malmö Opera and Malmö Live’s websites took about one and a half months.
Josefin says: “It was only when we were four months away from launching the project that we discovered we would need a new PSP solution. We actually didn’t think that we would find anyone that could integrate with our website in such a short amount of time as we were told it usually takes around six months. So we were very glad that we found Nordea Connect and that they could meet all of our requirements. We were able to do the integration in one and a half months and it was a great collaboration during the intense couple of weeks that we had together. I think that the main reason why it worked so well was that we had a lot of documentation straight away that we could send to our developer.”
We were able to do the integration in one and a half months and it was a great collaboration during the intense couple of weeks that we had together.
Josefin Johansson, Sales Manager at Malmö Opera
In the coming months, both Malmö Opera and Malmö Live are looking forward to getting up and running with audiences at physical events again and presenting customers with a much improved purchase path supported by Nordea Connect.
Josefin concludes: “We’re really happy that we now have this fantastic sales flow so things will at least be a lot easier for our customers. We will continue to both develop and adjust to make the sales flow even more accessible for our different kinds of users, as well as add more payment methods over time. The Nordea Connect Merchant Portal enables us to now be able to see how many drop-offs we have from the payment window. We were not able to see that before. It’s really interesting for us to understand if there are any patterns preventing customers from completing the whole purchase path. So that’s a new figure for us that we are looking at.”
Read more about Nordea Connect at nordeaconnect.com.
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