ING NL's dual-purpose platform: driving engagement for employees and business clients
ING NL has been a key sponsor of major sporting and cultural events for many years. With Seaters, ING NL transforms its sponsorship assets into a strategic tool by using the tickets they acquire to reward employees and strengthen connections with business clients.
This case proves that Seaters is a versatile system with various ways to allocate tickets, from the "Top 3" model for employees to the more centrally-managed, controlled process for business clients. Seaters also offers flexible integration methods: ING NL chose to keep access through the Seaters site, but other cases like those with KPN and BNP Paribas show that the platform can also be fully integrated into the clients website or mobile app.
95%of ING users found Seaters easy to use
20K+tickets distributed
The employee-first approach: Top 3 preferences
ING’s collaboration with Seaters led to the creation of multiple custom-built fan groups. For its employee audience, ING NL launched Orange Heart Events. At the core of the system is a unique "Top 3" preference model that gives employees a direct say in their rewards.
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In each registration round, employees can select their top three preferences from a wide variety of events.
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When registration closes, Seaters' allocation system uses this input to maximize satisfaction: honoring first choices where possible, while ensuring the largest number of employees get an event they truly want to attend.
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Once selected, employees need to confirm their RSVP and when the event is near they will receive their two tickets.
Every year, this process is repeated and a new selection of events is carefully put together by the ING NL team. For this they consider their colleagues' input and feedback of previous years, making sure they can offer as much value as possible.
A professional tool for hospitality
For business clients, the allocation process is managed centrally to ensure oversight and consistency: employees can request tickets for their clients, but the final allocation is confirmed by a central contact person at ING NL. Afterwards Seaters handles the distribution.
Different models, one platform
A tailored experience for everyone: ING’s collaboration with Seaters led to the creation of multiple custom-built fan groups, each serving a distinct audience while running on the same platform.
The result is a win-win: employees and clients enjoy unique experiences, ING NL strengthens its relationships and brand, and Seaters facilitates the whole process with a scalable and effective platform.
Netherlands – Spain
an ING NL employee after attending Quarter Final Nations League
I love this initiative and even my family is happy that I work at ING and can have such perks.
Awardshow
an ING NL employee after attending QMUSIC Top 40 LIVE
Keep up the good work! It's creating a positive buzz with colleagues but also with your inner circle.
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