Discover how the Célestins Theater implemented a simple and effective automation strategy to identify first-time buyers and personalize its communication thanks to Arenametrix.
Les Célestins, Theater of Lyon
Automating the welcome journey for first-time spectators to strengthen loyalty
A landmark of Lyon’s theater scene
Founded in the heart of Lyon, the Célestins Theater is an emblematic institution of the French cultural landscape. Each year, it welcomes thousands of spectators with a demanding programme that blends contemporary creations and major repertoire works.
Keen to build a lasting relationship with its audience, the Célestins Theater noticed that a significant portion of its spectators were first-time visitors… who did not necessarily return. Without a dedicated tool, identifying these spectators required manual data analysis — a tedious and time-consuming task for the team.
To strengthen loyalty while saving time, the team wanted to implement dedicated and automated communication for first-time spectators, managed directly within their Arenametrix CRM.
The objective? To offer them a smooth and personalized first experience, encouraging them to come back for another performance.
What We Implemented
→ Detection of each new spectator: When a spectator makes their first purchase, they are automatically identified as a first-time attendee in Arenametrix.
→ Personalized welcome communications: Thanks to Arenametrix’s automation module, each first-time spectator then receives a personalized email welcoming them to the theatre.
→ Implementation of a tailored relationship journey: This identification makes it possible to adapt future communications through conditional display.
40%
of first-time buyers open the welcome email
28%
response rate on the satisfaction email
+2%
increase in re-purchase rate between the 2024/25 and 2025/26 seasons
Conditional display: the key to personalized communication
Conditional display makes it possible to show specific content blocks within communications based on predefined criteria.
For example, in the practical information email sent by the Célestins Theater before a performance, first-time spectators see a dedicated block—such as a “My First Time at the Célestins Theater” guide—offering helpful tips to ensure a successful first visit.
This system allows the Célestins Theater team to have a clear view of the spectator lifecycle, while saving time on segmentation and personalization of these communications.
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Citation ou témoignage du client
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Acquisition | 3 min
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Segmentierung des Publikums: Definition und Beispiele
Many spectators were discovering the theatre without necessarily coming back. We wanted to turn that first experience into a genuine starting point for a long-term relationship.
Marketing automation allowed us to create a stronger connection with our first-time spectators and make them want to return and experience the Célestins Theater again.
Marjorie Quincy-Pingeon, Webmaster - Les Célestins, Theater of Lyon