BERLIN – Dezember 2023


Universum Bremen, with its clear philosophy “We for others!”, focuses not only on fascinating experiences and knowledge transfer, but also on fair and transparent pricing. The focus here is to provide visitors unforgettable moments while enabling financially understandable participation in the offered attractions. 

In order to continue to adapt to the constantly changing requirements of consumer behavior, ticketing and society, Universum has once again engaged Smart Pricer to provide comprehensive advice on pricing strategy.

The primary objectives and issues included
    • Transparency, profitability and economic stability:
      Comprehensible, logical prices that are profitable and not economically worse than before
    • Increasing the shareof online & early bookers
    • Focus on family and children’s tickets:
      Modern family-friendly products and appropriate age limits for children

Based on data from go~mus (Giant Monkey) from July 2021 to April 2023, Smart Pricer analyzed pricing in detail. The focus here was on hypotheses of the universe (e.g. regarding the behavior of under-18 vs. over-18 visitors), as well as distributions of weekdays, the impact of holiday periods and timeslots and, in particular, the correlation between (fluctuating) demand and the respective daily price.

Erstellt mit Visme

The deep data analysis was enriched with a broad benchmark of comparable facilities in Germany and abroad, which provided further confirmation and insights for differentiated pricing. Both elements resulted in eight specific pricing measures aimed at optimizing ticket sales and enriching the visitor experience at the same time. These range from increased rewards for early bookers to memberships and “timeslots vs. flexi-tickets” to optimizations for value vouchers.

Erstellt mit Visme

The successful implementation of data-driven pricing measures shows that a balanced combination of financial stability and visitor experience is possible. This model of data-driven pricing is not only groundbreaking for Universum Bremen, but also for other attractions.

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