and Germany. “Innovation on photo-related souvenirs in the leisure industry has always been a slow process because of the expensive production costs,” Bijl added. “In the last decade we saw improvements on cameras, printers and other involved hardware, but in my opinion 3D photography will have a bigger impact on your photo revenue then the introduction of video ever had. The emotional impact is greater of viewing your image right away in 3D and has a greater impact at home.”
Keeping the customer closer than ever The opportunities to promote your theme park, FEC
or leisure venue do not, of course, end with physical merchandise or related take-home swag. However, operators must tread a very fine line when it comes to promoting their brands and services, as the digital revolution is fast becoming a double-edged sword; for although the possibilities afforded by technological advances are many and varied, they have at the same time heralded the birth of a new, media-savvy, über-sophisticated consumer who doesn’t want a message to be, in the words of many contemporary bloggers and theme park forum members, “rammed down their throat.” One company who has got the balance right between
providing value-added services a consumer may want but doing so in a subtle manner is the award-winning virtual queuing systems giant Lo-Q. The group’s flagship queuing systems are currently deployed in over 20 of the world’s largest theme parks and during the past 10 years have been used by in excess of seven million guests, generating over US$130m for operators. The Lo-Q virtual queuing system allows guests to reserve a ride, be called forward for that ride without having to wait in line and to be informed in real-time about ride status. And by virtue of its mobile delivery mechanism, using wi-
abc rides from a to z !
fi, mobile telephones or smartphones consumers are also provided with geographic and near- field communication services such as proximity marketing and cashless services. Lo-Q CEO, Tom Burnet, said: “The resulting
guest satisfaction, premium ride access and cash generation for the parks has consistently resulted in a virtuous circle where our major parks now work with us to market these features on their web sites, hotels and through social media sites to increase park attendance, increase return visitors and up-sell to higher premium services - all of which generate more revenue for the park. “We see this as a complete reversal of the way in which
parks now view their ride/guest relationship. Rather than putting the guest on the ride we are now able to put the ride in the hands of the guest. This opens up great revenue, marketing and additional sales potential for our parks”. Lo-Q has already ported its technology onto smartphones
and mobile devices and has also integrated its queue management solutions with mobile payment services, cashless payments and the world of value-added mobile “apps.”
The viral effect Digital Visitor is a social media agency
that specialises in creating and delivering social media solutions, services and strategies for travel and leisure organisations specifically. The company works with many visitor attractions in the UK to allow them to interact, engage and inspire their customers via their own website using social media.
www.InterPark.co.uk 49
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