INCREASE THEATRE REVENUE THROUGH
SECONDARY SPEND
Increase secondary spend and grow revenue with technology that drives higher-value purchases across the visitor journey.
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Increasing Secondary Spend at Every Touchpoint
Increasing venue revenue isn’t about selling more, it’s about selling smarter. With seamless third-party integrations such as VisitOne and crowdEngage, venues can unlock smarter data, personalised promotions, and targeted upsell opportunities that drive higher-value purchases across the entire visitor journey.
In high-pressure environments where speed is critical, our technology reduces queues, accelerates service, and creates smoother guest journeys – helping venues increase average transaction value and improve venue profitability without compromising experience.
Smart Technology to Drive Venue Revenue Growth
Third-Party integrations
Connect with platforms like VisitOne and crowdEngage, as well as ticketing systems such as Spektrix, to unlock smarter data, personalised promotions, and seamless pre- and post-sale opportunities.
Interval and Pre-Show Ordering Solutions
Streamline your interval service and boost pre-orders with our interval ordering solution and Mobile Order & Pay app, reducing queues and capturing revenue before demand peaks.
Increased Interval Sales
Maximise sales during the interval using mobile sales, pop-up bars, and hawker points, all managed efficiently with handheld POS and Mobile Order & Pay.
Multi-Touchpoint Engagement
Provide visitors with multiple ways to purchase across bars, merchandise stands, entrances, and even at-seat delivery - ensuring every opportunity is captured in a short amount of time.
Upselling Made Easy
Implement technology that gives your team every chance to upsell, whether through pre-orders, interval orders, or at flexible sales points, driving higher spend per visitor without impacting service speed.
Boost Food, Beverage, and Merchandise Sales
Drive Impulse Buys
Use eye-catching visuals and strategic upsell prompts on self-service kiosks to capture attention and increase secondary spend in busy areas.
Smarter EPoS Upselling
Build intelligent upsell prompts directly into your EPOS system. Recommend upgrades, bundles, or add-ons based on stock availability, ticket type, or time of day to maximise conversion.
Promote Featured Products
Highlight limited-edition merchandise, seasonal food and drink offers, or exclusive deals through targeted digital promotions and alerts.
On-the-Move Sales
Enable roaming staff to sell drinks, programmes, and fast-moving items wherever demand exists, on stairways, in queues, or outdoors, increasing flexibility and revenue capture.
Sell Smarter with Data
Use customer insights to refine merchandising strategies and personalise promotions, helping venues improve venue profitability through better-informed decisions.
Reward Loyalty
Encourage repeat visits and higher spend by integrating loyalty programmes, memberships, and CRM data into your sales strategy.
Streamline Gift Shop Operations
Manage over 1000 product lines with a fact, accurate checkout via barcode scanning and fuzzy search.
“Crucially we have seen a growth in sales and can see further potential and beneficial use to come. Overall, pointOne EPoS has undoubtedly made a significant positive difference to our theatre business.”
Related Products
Our EPoS ecosystem includes a range of complementary products that can be utilised to build a tailor-made and future-proofed solution that will ensure your business thrives.
We’d love to chat
If you have more questions about our innovative self-serve solutions and how you can implement this technology into your operation then we’re here to help.
Increasing Secondary Spend FAQ's
What is secondary spend in theatres and venues?
Secondary spend refers to additional revenue generated beyond ticket sales, such as food and drink, merchandise, programmes, experiences, and upgrades. Increasing secondary spend helps theatres and venues improve overall revenue per visitor and long-term profitability.
How can theatres increase secondary spend?
Theatres can increase secondary spend by using technology such as mobile ordering, self-service kiosks, handheld EPOS, and targeted upselling. These tools reduce queues, improve convenience, and encourage visitors to make additional purchases throughout their visit.
Why is secondary spend important for theatre revenue growth?
Secondary spend plays a crucial role in theatre revenue growth because ticket income alone often has fixed limits. By increasing spend per head on food, drink, and merchandise, venues can significantly improve total revenue without increasing audience numbers.
How does mobile ordering help increase venue secondary spend?
Mobile ordering allows visitors to purchase food and drinks before, during, or after a performance without queuing. This convenience leads to more frequent purchases, higher transaction values, and increased secondary spend across the venue.
Can self-service kiosks improve secondary spend?
Yes. Self-service kiosks are highly effective at driving impulse purchases in high-footfall areas. With visual menus and built-in upsell prompts, kiosks encourage visitors to add extras, increasing venue secondary spend with minimal staff involvement.
How does EPOS technology improve venue profitability?
An integrated EPOS system connects all sales channels, tracks purchasing behaviour, and enables intelligent upselling. This allows venues to optimise pricing, promotions, and staffing—helping to improve venue profitability and operational efficiency.
What types of venues benefit most from increasing secondary spend?
Theatres, museums, live entertainment venues, and immersive experiences all benefit from strategies that increase secondary spend. Any venue with limited dwell time or peak trading periods can significantly boost revenue by optimising food, beverage, and merchandise sales.
How can data and insights help improve secondary spend?
By analysing transaction data and visitor behaviour, venues can identify popular products, peak demand times, and upsell opportunities. These insights support smarter merchandising and targeted promotions that increase secondary spend and repeat visits.