The legendary Parisian cabaret

Since 1951, Crazy Horse has been one of Paris’s most iconic cultural institutions, renowned for its bold, visually stunning performances and unmistakable sense of style.

What’s the secret behind its enduring success? Creativity.

Reinvention is at the heart of everything the cabaret does. That spirit doesn’t stop at the stage, it shapes how Crazy Horse connects with its audience at every touchpoint.

Designing a seamless customer journey

In the world of live entertainment, experience is everything. The Crazy Horse wanted to implement a smooth and personalised communication strategy that engages spectators at every stage of their journey.

Indeed, the audience experience does not end with the purchase of a ticket or an evening spent in a theatre. It goes far beyond these moments.

Thinking your relationship with your audience before, during and after the event serves multiple goals for any live performance venue :

• Strengthen public engagement and create a lasting connection with each audience member by ensuring regular and engaging communication from the moment they register.
• Reduce shopping cart abandonment, and improve conversion rates.
  
• Encourage customers to upgrade by offering attractive complementary products.
• Evaluate and improve audience satisfaction by collecting feedback after performances.
• Optimise database management by maintaining a qualified audience.
  

Thanks to our Marketing Automation module, the Crazy Horse was able to create a comprehensive, personalised communication journey for its audience by implementing automated scenarios. The result? Stronger relationships, enhanced audience experience, and increased revenue!

The Crazy Horse newsletter strategy

1️⃣ An engaging welcome journey

Upon subscribing to the newsletter, viewers receive an initial thank-you email briefly introducing them to the world of the Crazy Horse. Six days later, a second email delves deeper into this immersion by presenting the history of the venue, the various shows on offer and the iconic products available in the shop. This welcome journey fosters a direct connection with the community and builds emotional ties to the brand.

2️⃣ Effective follow-up for abandoned shopping carts

When a viewer adds a show to their basket without completing their purchase, an automatic email is sent inviting them to complete their order. This workflow is designed to recover lost sales and turn interested visitors into paying guests.

3️⃣ Upselling, the elegant way

Crazy Horse offers several packages, including dinner and show combos with their Ginger restaurant. If someone books just a show, they’ll receive a follow-up email suggesting they can elevate the experience by adding dinner. A special touch: a complimentary glass of champagne is offered as an incentive. The outcome? A more complete experience and a higher average spend.

4️⃣ Post-show follow-up

The day after the show, guests receive a quick survey asking them to rate their experience from 1 to 5. This approach offers multiple benefits:

• The Crazy Horse collects valuable data on audience satisfaction and can identify both its ambassadors and its detractors.
• Tailored automatic responses are sent based on the rating : unsatisfied guests are invited to share more about their experience, while satisfied ones are encouraged to post reviews on Google or TripAdvisor
  

5️⃣ A thoughtful birthday email

On their birthday, subscribers receive a personalized email tailored to their birth month. This kind gesture helps strengthen the emotional bond and keeps the connection alive throughout the year. These emails tend to have high open rates and are eagerly anticipated.

6️⃣ Reengaging inactive contacts

A dedicated reactivation flow targets users who haven’t opened an email in several months. They’re asked whether they still want to hear from Crazy Horse. If there’s no response, they’re removed, ensuring a healthy and responsive database.