In Conversation with Parikshit Dar
BookMyShow has featured in the 'Best App of 2017' category recently. What have been the strategies that have allowed the brand to get more innovative, interesting and user-friendly for consumers?
BookMyShow, for over a decade now, has been redefining access to entertainment for millions of users in the country. Today we provide thousands of entertainment options to our users literally on their fingertips. As the category leader, we want to continue enhancing the user experience on our platform while bringing on new users to try out the convenience associated with online ticketing. For this purpose, we have kept the customer at the core of all our actions, and in 2017 we undertook a series of steps – big and small to improve and offer an unmatched experience to all our users. Some major visible innovations included roll out of Jukebox, BookMyShow’s audio entertainment service, becoming the first Indian entertainment ticketing player to be a part of WhatsApp for Business pilot wherein WhatsApp replaced SMS as a ticket confirmation channel and rolling out the app in additional vernacular languages taking the total regional language count to eight.
Could you state the top three-four reasons for growth of the brand and why it is the 'Best' in its category?
BookMyShow has undoubtedly become India’s go-to entertainment ticketing platform for millions of customers. Deep understanding of user preferences, and changing user behaviours and using these insights to enhance their experience, constantly upgrading to new technologies for more seamlessness, and our will and ability to continue to evolve to increasingly engage with the users and mean more to them are the fundamentals that drive us.
What has been the communication strategy to move beyond just an online entertainment ticketing platform to becoming an experience provider in a range of categories for its consumers?
BookMyShow has been working towards becoming a 360-degree entertainment destination for Indian users. While we started out with offering movie tickets, we soon went on to offer tickets for plays, concerts, sports. Gradually, we offered value adds in the forms of MyCoupons, pre-booking F&B for movies among other things. We supplemented the movie experience with trailers, authentic reviews and ratings of a film, IEDB which offers details on the actors and cast and crew associated with the film. We took this engagement one step ahead with the introduction of in-house videos, snackable content that aids decision making and becomes a medium to know more about a film or an event. A few months ago, we also introduced Jukebox, the audio entertainment service by BookMyShow so that all the music and non-music content (talk shows) needs can be met through our platform. All these changes and additions have been based on customer insights and understanding what is it that they need and how BookMyShow can contribute to it. We use a targeted marketing mix to reach out to our customers and encourage them to use a host of services that our platform offers today.
The work that happens seamlessly in the backend to create the BookMyShow app that's so customer-friendly is one of the strategies that make the brand India's largest online ticketing platform. Could you share with our readers, examples of the innovation strategies at BookMyShow and how that contributes to the brand's success?
BookMyShow has been tirelessly working at the backend to make its app a lot more intelligent and intuitive. The app now recommends movies and events, basis a user’s purchase history, right at the top, along with preferred cinemas and show times. The interactions between users and the app have also been made a lot simpler. They no longer have to toggle back and forth and can simply tap to choose between different show times, cinemas while booking for a movie. These minor yet extremely significant changes have improved performance by 2x on major booking screens such as homepage, show times, and seat layout.
On the non-movies front, BookMyShow continued to seamlessly handle thousands of booking requests at once for mega concerts like Ed Sheeran Live in Mumbai, tickets for which were sold out in a matter of 48 minutes! BookMyShow improved the post purchase experience of the users by engaging with them through video and audio content (Jukebox) hosted on BookMyShow. The discovery of experiences was also made easier with introduction of many new filters and improved search option.