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. 

More than	More than
20,000 tickets	95%
distributed	of participating employees find these events have positively influenced their engagement with ING NL

A tailored experience for everyone

ING’s collaboration with Seaters led to the creation of multiple custom-built fan groups.

The employee-first approach: Top 3 preferences

For its employees, ING NL launched two Orange Heart Events fan groups. At the core of the system is a unique "Top 3" preference model that gives employees a direct say in their rewards. 

1) In each registration round, employees can select their top three preferences from a wide variety of events.

2) 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. 

3) Once selected, employees need to confirm their allocation 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

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 fan group 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.