How shock rock used Single to boost merch booth sales, grow their email list, and turn tour moments into known fans
Most artists never know who's buying merch at their shows. Sales data from venues is anonymous—just numbers with no names, no emails, no way to follow up. GWAR and their team at Lekberg Enterprises wanted to change that.
On their latest tour, the band set out to increase merch sales and understand who was buying, without adding complexity or changing the tech stack for their crew. By using Single Promotions - which integrates natively with atVenu POS - GWAR turned a discount into a data-rich activation that drove sales and built their fan list at the same time.
How It Worked
At each venue, physical signs at the merch booth encouraged fans to scan a QR code for 10% off. After a quick signup, the offer saved instantly to their phone as a Wallet pass, quietly connected to the band's Shopify account through Single. As fans moved through the venue, the Wallet pass sent a notification reminding them to redeem, giving them a second prompt right when they were most likely to buy.
With each redemption, transaction data synced automatically into Single via atVenu and Shopify. Instead of anonymous sales numbers, GWAR's team could finally see who purchased, what they spent, and how the promotion performed at every stop of the tour.
Results
The numbers told the story:
- +33% Items Per Order
- +25% Revenue Per Head
- 88% Redemption Rate
The discount didn't just drive sales—it gave GWAR something most artists never get from tour merch: a clear view of their most engaged fans and how they spend. Now the team has real data to plan future offers and cultivate stronger direct-to-fan relationships.
"I've tried every possible in-venue activation you can think of and none of them have delivered results like this. We're laser-focused on owning fan data and Single's new tool allowed us to lift the veil at shows with the least possible effort for the fan. Combined with our Shopify loyalty programs, this new tool allows us to reward GWAR fans in-venue as well as online. No extra steps needed. That is how you build customer loyalty and keep them coming back for more!" — Jason Lekberg, Lekberg Enterprises
Built with Single Partners
This project was powered by Single, in collaboration with Lekberg Enterprises, part of the Single Partners network — a community of creative teams helping artists, labels, and creators launch their biggest ideas direct-to-fan on Shopify with Single.
If you’re ready to level up your direct-to-fan strategy, Lekberg Enterprises works with artists and their teams to build the foundation for real growth—fan relationships, launch campaigns, and audience systems that scale.
→ Learn more about Lekberg Enterprises and our partners at sn.gl/partners
