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Audiences UK brings together the very best of thought and practice and is an invaluable network for us to engage with.

Steven Hadley, Chief Executive, Audiences Northern Ireland

Jargon Buster

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Door sale

What does this mean?

The purchase of a ticket for an event or performance that is made on the way in to that event or performance.

Sometimes referred to as a ‘walk up’ (because the customer just walks up and makes the purchase), it can often be the case that the customer remains unidentified, so that the purchase is not added to that person’s overall purchase history.

How did we get this definition?

Because door sales (or ‘walk-ups’) tend to happen immediately before an event or performance, identifying them will provide an indication of any late surges or flurries in purchase transactions.

But because they will also need to be handled at speed, this also means that full name and address details may not be recorded. Consequently this will reduce an organisation’s data capture rate.

Related and similar definitions

Unrecorded or untrapped customer information is, potentially, a missed opportunity.

Hence a number of techniques have been developed and tried to overcome this. These include:

- inviting a ticket purchaser to enter a competition where they have to return proof of purchase (i.e. their tickets) with the entry form

- asking ticket purchasers to fill in a mailing list membership form

or

- collecting names, addresses and ticket details as part of an audience survey.