Event Software

How To Choose the Best Event Technology for Retail

Victoria Rudi
July 20, 2023

Table of Contents

The increasing competition and ever-changing consumer demands require retail companies to develop robust growth strategies. One focuses on creating exceptional retail customer experiences for cultivating and nurturing strong connections with consumers. 

No wonder retail companies increasingly embrace innovative software solutions to forge customer-centric interactions and deliver seamless multi-channel experiences. 

According to The Future of Retail Report by Ernst & Young, published in 2023, “[…] intimacy has become more integral to developing the value propositions of mainstream retailers, especially as both technology and consumer expectations drive new forms of engagement and personalization.”

Retail event technology has become one digital solution brands look into as they gradually develop recurring in-person and virtual event strategies for their consumers. 

From hosting pop-up shops in high-traffic locations and interactive workshops to designing private shopping experiences and virtual product consultancies, selecting good event technology is crucial for achieving growth results.

Considering this, retail companies must consider three types of event technology: 

  • All-in-one SaaS with pre-built features
  • Event management API services
  • All-in-one SaaS with API Services. 

Next, we’ll discuss the particularities of each event technology and key elements to consider when choosing one.

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1. All-in-one SaaS with Pre-built Features

A SaaS platform usually develops various features tailored to front-end experiences. 

This type of event technology comes equipped with a ready-to-use set of features that cover multiple planning aspects, such as online registration, ticketing and online payment, attendee management, analytics, and more. 

Benefits and Disadvantages

Features are pre-designed and pre-built within the platform, allowing users to easily access and utilize them without requiring extensive knowledge or additional development. 

Using an all-in-one SaaS with pre-built features provides benefits such as: 

  • Quick implementation: Retailers can easily set up and manage their events using the provided tools and functionalities.
  • Cohesive processes: Retail teams can handle all event stages without using other tools or manual integration.
  • Cost-effectiveness: These platforms offer a comprehensive package of features at a predictable subscription cost, eliminating the need for significant upfront investments or ongoing maintenance costs.

All-in-one SaaS platforms also come with some disadvantages, including:

  • Uni-channel experiences: Retailers may find limitations in providing a harmonious customer journey, from registering for the event to purchasing a product.
  • Inconsistent branding: Despite customization options, all-in-one SaaS platforms may have limitations in maintaining consistent branding throughout the event experience.
  • Limited integration capabilities: Retail teams may discover limitations when trying to integrate external systems or tools.

Despite these disadvantages, this event technology type is great for launching an initial events strategy. 

Key Factors To Consider

There are multiple factors to consider when choosing an all-in-one SaaS with pre-built features. 

By carefully evaluating these key considerations, you can ensure that the event technology aligns with your requirements. 

Here are some of them: 

  • Large Suite of Features

An ideal all-in-one platform should offer a comprehensive suite of tools that cover every stage of the event lifecycle. This should include features such as: 

  • Online Registration 
  • Ticketing and Online Payment
  • Mass mailing
  • Event mobile app
  • On-site check-in
  • Attendee Engagement 
  • Event data and analytics
  • And more

A wide range of integrated tools within the platform allows for efficient event management and ensures a positive experience for organizers and attendees. 

  • Brand Customization

A flexible all-in-one platform should provide customization options to tailor the event experience to your brand image. Look for a platform that allows you to customize event pages, registration forms, email, and other branding elements. 

  • Quick Learning Process 

The time from first accessing the software to launching the initial product should be short. Choose a platform that offers intuitive interfaces, clear workflows, and helpful onboarding materials to facilitate a quick adoption process. 

  • Excellent Customer Support 

Look for a provider that offers responsive and reliable customer support to assist you throughout the implementation and usage of the platform. Whether you have questions, encounter technical issues, or need guidance, prompt and helpful customer support ensures a smooth event management experience. 

  • Capterra Reviews

Capterra is a popular online platform that collects customer reviews and ratings for various software solutions, including all-in-one event management platforms. 

Checking Capterra Reviews allows you to gain insights into the experiences and satisfaction levels of other users who have deployed the platform. It can provide valuable feedback and help you decide when selecting an all-in-one platform for your retail events

In the real-world application of these platforms, Kaspersky’s experience with Eventtia highlights the practical challenges and solutions. 

Previously, Kaspersky faced several hurdles. Its team needed more centralized event data, a time-consuming event setup process, and an over-reliance on external agencies. This affected the efficiency of their event management and made them lose some control over event-related processes.

However, these challenges were systematically addressed after Kaspersky’s team deployed Eventtia’s all-in-one software with pre-built features. Eventtia provided a unified platform, centralizing all of Kaspersky’s event data. This made it readily accessible to teams across various locations, enhancing data-driven decision-making. Moreover, the time taken for 

The time Kaspersky needed to set up an event was significantly shortened, enabling faster rollouts and more frequent event opportunities. Through the tools provided by Eventtia, Kaspersky could also tap into in-depth analytics, optimizing their lead engagement strategies and boosting sales. Most notably, the partnership empowered Kaspersky to manage their events in-house, ensuring they remained in the driver’s seat for all event-related initiatives.

Such real-world cases underline the importance of choosing the right all-in-one software with pre-built features. As you evaluate potential platforms, considering their features and ability to address practical challenges is paramount.

Consider these factors before choosing an all-in-one SaaS with pre-built features for your event strategy. That’s the only way to find a robust solution to increase your team’s efficiency and boost attendees’ experience. 

2. Event Management API Services

Event Management API Services are similar to bridges that let different software work together. 

This event technology allows companies to integrate event-related features and data with their existing infrastructure, such as customer relationship management (CRM) systems, marketing automation tools, payment gateways, analytics platforms, and more. 

Benefits and Disadvantages

By leveraging APIs, retail companies can seamlessly exchange data, automate processes, and enhance overall event management efficiency. 

Here are some advantages of event management API services: 

  • Unified ecosystem: Achieve a unified and interconnected event management ecosystem where data can flow freely and consistently across multiple platforms.
  • Cohesive brand identity: Retailers can ensure a cohesive brand experience for attendees by integrating event management functionalities with other systems.
  • Seamless experiences: This event technology eliminates the need for attendees to navigate multiple disjointed platforms or undergo repetitive actions, resulting in a more enjoyable event experience.

However, event management API services also come with a series of disadvantages, such as: 

  • High complexity: Retail teams may need trained personnel or access to resources with the necessary knowledge to handle API integration, customization, and troubleshooting. This can add complexity and resource requirements to the retail event management process.
  • More resources: Retail brands may need to allocate internal resources, such as developers or IT professionals, to manage the development and maintenance of the API integrations. This will lead to a cost increase, especially for brands with limited in-house technical capabilities. 
  • System dependency: Integrating event management APIs with existing systems or platforms may introduce dependencies between different software components. Changes or updates to one system can impact the functionality or performance of other integrated systems.

Despite these disadvantages, event management API services may be the right solution for retail companies. 

Key Factors To Consider

When choosing a technological partner that offers event management API services, carefully assess the following factors: 

  • Robust Documentation

Look for event management API services that provide clear and detailed documentation. Robust documentation is crucial for smooth integration with other systems or tools. It should offer comprehensive instructions, code samples, and reference materials to facilitate integration. 

Also, Eventtia provides extensive API documentation to assist developers and ensure seamless integration.

  • Flexibility

Strong event management API services offer a flexible solution for customizing and expanding the capabilities of the event management platform. 

An excellent technology partner should empower teams to build custom integrations, develop add-ons, and create tailored applications that enhance and extend the platform’s functionality. 

  • Performance and Scalability 

Evaluate the performance and scalability of event management API services. Determine whether the services can handle varying event sizes and complexities. 

Scalability is crucial as your events may grow over time, and the API services should be able to handle increased data processing and user interactions without compromising performance.

  • Security 

Consider the security measures to protect sensitive data, such as attendee information and payment details. The API services should adhere to industry standards and best practices for data encryption, access control, and secure data transmission. 

  • API Case Studies

Consider API success stories as a testament to the effectiveness of the event management API services. Look for case studies or testimonials from companies or brands that have successfully integrated and utilized the APIs. 

These success stories demonstrate the value and capabilities of API services in real-world scenarios. They provide insights into how the API solutions have improved event management processes and delivered positive outcomes for other businesses. 

Overall, the right event management API should be clear, adaptable, powerful, secure, and proven effective by others.

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3. All-in-one SaaS with API Services

All-in-one SaaS with API services combines the best of both solutions described above. This type of event technology offers a comprehensive set of pre-built features while providing flexibility for deep integrations and customizations through APIs.

By opting for an all-in-one SaaS with API Services platform such as Eventtia, retail companies can enjoy the convenience of a ready-to-use suite of features for event planning, registration, ticketing, attendee engagement, and post-event analytics. 

These pre-built features enable quick implementation and streamlined event management processes.

Additionally, including API services allows for seamless integrations with other systems or tools, allowing organizations to tailor the platform to their needs. 

This means that retailers can leverage the benefits of deep integrations, data exchange, and automation while enjoying the convenience of an all-in-one solution.

For example, Pernod Ricard used Eventtia’s API capabilities for a large-scale event, managing registrations and captivating over 18,000 participants in a marathon 27-hour convention.

On a related note, Dior leveraged Eventtia’s online registration API for their holiday pop-up store, witnessing a surge of over 1,300 registrations that were snapped up in merely an hour.

Which retail experience platform type should you choose? 

It all depends on your requirements and growth strategy. 

At Eventtia, we understand that every company has unique requirements for retail experience platforms. We offer solutions for all-in-one and API-based platforms, ensuring a tailored fit. The choice depends on event scope, desired customization, and integration capabilities.

Key Takeaways

  • Choosing the right event technology for your retail events is crucial in delivering exceptional in-store experiences and maximizing customer engagement
  • All-in-one SaaS platforms with pre-built features offer convenience and efficiency, providing a ready-to-use suite of event planning tools. However, it’s important to be aware of potential limitations in achieving seamless experiences, maintaining consistent branding, and integrating with external systems.
  • Event Management API Services offer deep integration, consistent branding, and seamless experiences by allowing smooth interactions and integrations with other systems. However, implementing API services may require technical expertise and internal resources, while managing system dependencies can be complex.
  • All-in-one SaaS platforms with API services combine the advantages of pre-built features and flexibility for deep integrations. These platforms offer a comprehensive suite of tools while enabling customization and integration options, providing the best of both worlds. 

Need help with the right event technology for you? Our experts are here to guide you. Contact us today to explore how Eventtia can transform your retail events.

Discover how Eventtia helps world-leading brands digitize and scale their events

Learn more

Discover how Eventtia helps world-leading brands digitize and scale their events

Victoria Rudi
Senior Content Specialist
With a Master’s degree in Event Management and a keen follower of SaaS technologies, Victoria is an event content master, producing insightful and valuable for Eventtia’s blog and beyond

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