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A premium digital e-ticketing service that has been operating in Bangladesh since 2015. Currently, they focus on bus routes, launches, movies, and events. In order to understand its customers better and expand, the company planned to undertake customer segmentation research consolidated with insights on what factors drive consumer purchase, their demographic/psychographic segmentation, and where would the market move in the future.
Additionally, our client wanted to learn about the consumer journey of existing customers in their own system vis-à-vis competitor systems and do a comparative user journey mapping. Furthermore, our client wanted to learn what existing users think of the platform, what they think of the promotion campaigns, and what improvements would encourage them to use the service more often.
We segmented the entire competitive landscape of the ticketing industry into four areas:
There are two dominant companies in the domestic road travel ticketing industry: Shohoz and BD Tickets.
Other than Shohoz and BD Tickets, generic entertainment and events ticketing players include Cineplex and Blockbuster Cinema. In the case of hotel booking, there are different players operating in the industry starting from the hotels themselves to travel agencies and international online booking websites.
To determine consumer behavior, we conducted a nationwide survey of online ticket purchasers followed by Focus Group Discussions (FGD). We then created an industry ranking based on four cornerstones of a platform business:
We also segmented the consumers on a LightCastle proprietary ValVo® matrix to determine key target consumers.
Our recommendation to our client was to have some key features in operation that Bangladeshi customers prefer like a smartphone app and agent sign-in.
According to the FGD participants, our client needed to have ticket options for all the routes/destinations as well as contracts with popular bus operators like Greenline, Shohag, and Hanif to attract more customers to the online platform.
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