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​Sistic closes counters at 11 shopping malls

Published on: 05-Dec-2018

Move in line with rising number of customers buying tickets online and opting for e-tickets

Buying concert tickets over the counter just got harder as Sistic closed around a quarter of its authorised agent counters islandwide on Nov 30.

Of Sistic's 39 counters, 11 were closed - at Bedok Mall, Bishan Junction 8, Bugis+, Bukit Panjang Plaza, IMM, JCube, Lot One, Plaza Singapura, Tampines Mall, The Star Vista and Westgate.

Mr Joe Ow, 41, Sistic's chief executive, told The Straits Times that an increasing number of customers prefer buying tickets online and are opting for e-tickets.

"Compared with five years ago, where an event could see 20 per cent opting for e-tickets, the number can go as high as 80 per cent today."

More venues have also opted to use scanners for e-tickets as scanning is a more efficient solution, giving promoters real-time and more accurate data of their eventgoers compared with ticket stubbing, he added.

The 11 which were closed had said there was little traction over the counters, and heavy resources were needed to support daily ticketing operations, he said.

"We believe that the current offline channels will be sufficient to serve the needs of those who still opt to collect their tickets via authorised agents," said Mr Ow.

He added that in line with changing customer behaviour, Sistic is expanding into more digital distribution channels.

"We are monitoring customer feedback and we will consider setting up other physical authorised agents in other parts of Singapore to complement the mall locations."

Customers can buy tickets via Sistic's hotline, website (www.sistic.com.sg), mobile app or at the remaining 28 agents.

Adjunct Associate Professor Lynda Wee from the Nanyang Business School said: "It does seem like everything is moving online - from buying tickets for flights, movies, and now, concerts.

"In the past, everyone used paper tickets, so many outlets were needed to offer accessibility for customers to buy these tickets.

"But as people become more savvy and confident in purchasing things online, they are more likely to prefer online transactions - which can be done any time using their smartphone - instead of buying over the counter."

They are also more likely to opt for e-tickets, she added.

"This way, the tickets can be printed at home, and customers don't have to spend time queueing at a counter to collect them, or wait for them to be delivered, or risk misplacing them before the show."


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