Pigment Voices – Sandra, Cirkus

When Sandra explains why the collaboration with Pigment works so well, she starts with the people. Micke and Dan are “incredibly knowledgeable and solution-oriented,” she says, and Fredrik too. But what she keeps coming back to is something else: the technical level.

“It's very easy to choose a CMS and create a webpage. But for us, it has been about integrating several different backend systems. Building stylish websites is something many can do, but there's a lot more behind it.”

Cirkus is not just an arena. It's a whole destination, with ticketing systems, table reservations, and hotels. Each part has its own system, and several of them are complex in themselves. The hotels have different room types and lengths of stay. The arena has its seating plan and different ticket types, and everything must work logistically and be secure.

“All of these have been developed in their own category, not to be connected with other systems. There are no systems that focus on destinations,” says Sandra.

For the guest, it meant many steps. The ticket was purchased via Ticketmaster, with its own checkout. Then back to Cirkus for hotel recommendations, on to Hasselbacken, and another shopping cart.

The ambition is the opposite.

“We wish that when you check into one of our hotels, even if you don't know it's owned by the same company, it should be easy to book a table at the restaurant or buy some tickets to Cirkus if there's something fun going on there.”

To get there, Cirkus needed more than a new web. They needed a technical architecture that could connect the entire ecosystem.

Cirkus always compares at least two to three suppliers before ordering anything, and there were many internal desires. Pigment had worked with Cirkus before and was therefore on the list from the start. But it was the feasibility study that decided it.

“Pigment did a very good feasibility study, which was a bit more than we could have actually demanded. It made us quickly realize that there was a deeper technical competence. It was very interesting for us, because the backend part is so incredibly messy. It was probably actually crucial.”

What stands out the most, according to Sandra, is that Pigment doesn't settle for delivering what's in the brief.

“You get an assignment, but then you dare to challenge and say that we think you should do it this way instead. It might be more expensive there and then, but in the long run, it becomes a better solution.”

Through the feasibility study, planning, and development, Pigment has solved problems that weren't on their table and weren't included in the delivery that was intended from the start. Often in a very short time.

“There has been flexibility and trust that have really been managed. You are solution-oriented and essentially take responsibility for the entire system architecture. It's incredibly important.”

The same applies to Cirkus' work with their CRM systems, where Pigment has acted as a technical advisor in several matters.

“There, they are never reluctant to go beyond their assignment and look at solutions that benefit us.”

Sandra points out that Cirkus also has strong internal competence, something she believes has facilitated both parties. And the challenge goes both ways.

“Micke challenges us a bit with solutions we hadn't really thought of from the start, and we find that exciting. We challenge him mostly with tight deadlines. Poor guy.”

As important as the technology has been the collaboration around the design. Cirkus' Creative Director comes from the owning family and sets the brand's hierarchy and the entire ecosystem, always with the guest in focus. He sets high demands, is very competent himself, and has little time.

“There, we probably step in a bit more than a normal client would. For us, it has been very important that he can be involved continuously. If it had been an agency that just gets a brief and then locks the design itself, it wouldn't have worked for us.”

Sandra describes him as a responsive person with great respect for others' competence. The dialogue with Micke, Dan, and especially Fredrik has worked well.

“They have opened up for design details and different solutions, and we have felt that we are part of the project. You have worked almost a bit more like an in-house agency, which is great fun.”

The personal, close tone is no accident, she says. “It's really a culture that the owning family has set.”

The new Cirkus website is in place and delivering. The data is now collected in a better way, even though Cirkus hasn't yet fully measured the effects. But what impresses Sandra the most is what's in the background.

“We have a system architecture that will now work. An integration platform that allows us to work with essentially all products and all systems, and in the long run create a better customer journey.”

The vision is a guest who has an account where she can see her ticket to Cirkus, her massage, and whatever other products Cirkus adds.

“We haven't really seen the full fruit yet. There has been a lot of technical work so that we can then get to where we want to be. The really fun part is yet to come.”

The relationship between Cirkus and Pigment spans at least five years, and previously also through work for Pop House. The long history matters.

“You know our organization well. You have worked with us for a long time, and that has been crucial.”

Cirkus is owned by a family company that wants to build for generations, and that requires sustainable solutions at every level. Sometimes they need to be cost-effective, and there Pigment has met Cirkus. The trust has, in turn, made the assignment grow.

“The assignment was initially not at all as much as we have done now. But Micke probably felt he dared to invest in this.”

The entertainment industry is characterized by short lead times, and quick decisions are part of everyday life. As recently as the day before the interview, Cirkus sent a request for an integration between two systems that needed to be completed within a week.

“Micke doesn't close that door, but he doesn't open it completely either. But then we know that as long as he has time, we have time. Micke works like a beast. Or they all do, really.”

Today, Micke works closely with Cirkus' IT manager and digital manager, and together they have found a functioning machinery.

When Sandra is asked if there's anything else that should be said, she lands on what might be the core.

“The important thing is that there is psychological safety in the project. Pigment doesn't need to impress us with fancy dinners or Christmas gifts. You impress with knowledge and solutions, and a great interest in listening to challenges and problems and solving them.”

Cirkus is a small organization, a bit like a startup, with a culture where unnecessary meetings are avoided, and problems are solved for the guest.

“Someone who just wanted to offer a lot of lunches wouldn't have been good for us.”

The digital roadmap is long, and Pigment is described as Cirkus' own development resource.

“As long as we get to work with Dan, Micke, and Fredrik, we will work with you for a long time.”