Groupon UK has announced a new partnership with UK ticket distributor Ingresso, enabling its customers to access some of the biggest names in live entertainment.

The new partnership underlines Groupon’s commitment to providing an innovative and seamless experience for businesses selling tickets via its marketplace. Partners, including exhibition and event organisers, West End and regional venue owners, theatre producers, music promoters and marketing agencies, will all benefit from a host of new tools to enable efficiency of sales, inventory management, dynamic pricing and the ability to create bespoke promotions using real-time data.

“This marks the start of a new and exciting chapter for Groupon and the clients we work with.” commented John Gibson, Groupon’s head of live, EMEA. “Understanding buyer behaviour is key to creating meaningful interactions, providing a better customer experience and ultimately maximising sales on behalf of our clients which, Ingresso will enable. Furthermore, Ingresso represents the first step in building out our Live offering through strategic partnerships pan-EMEA.”

The integration will provide benefits to Groupon’s end customer through the use of e-tickets, choice of seating from interactive seating maps and access to the full range of ticket prices.  Whilst Groupon will continue to offer discounted inventory via promotional opportunities, this announcement underpins the company’s move away from predominantly discounted inventory to a choice of quality experiences at market rate pricing.

“We are thrilled to be partnering with Groupon to provide their extensive audience with more access to exciting experiences in live entertainment” said Mario Bauduin, VP business development for Ingresso. “Groupon is known for giving its customers amazing deals in travel, goods & services and entertainment and by leveraging our distribution platform, we are giving them even more entertainment options to choose from.”

The Groupon and Ingresso integration is expected to launch in Q2.