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How can you use customer data available through your point of sale system to generate revenue? Two ticketing experts share their advice



ith the always-present pressure to increase per-capita spend, both for-profi t and non-profi t

attractions are looking at ways to lever- age the vast amount of customer data they have access to through their point of sale systems (POS). One method that has proven quite successful is to offer a cus- tomer loyalty programme to annual pass holders and non pass holders. A loyalty programme offers pass holders an incentive to keep coming back to the attraction, while also offering customers who are not ready to be pass holders an ‘in-between’ option that allows them to take advantage of special product offerings. More importantly for the attraction, a

loyalty programme allows the attraction to gather purchasing information on both groups. This is accomplished using an inte- grated POS network that calculates loyalty points on each purchase, redeem points for products and inform customers of their current point balance.

MORE INFORMED DECISIONS Once you have a system in place to track individual spend you can combine this information with demographic and other information such as discount offer, time of day and weather. All this can then be ana- lysed through a business intelligence tool which accesses a data warehouse which is fed by your POS system. Operations and marketing profession-

als are now able to leverage these tools to make tactical and strategic decisions based on facts, as opposed to relying on general impressions. I know of one attraction that recently used this data management model to make an informed decision on where to invest advertising spend outside their immediate postal/post code area. They saved more than $40,000 (£25,000, 29,000) by not advertising in


Gateways’ BI tool dashboard helps collate customer data

a market they’d been investing marketing spend in, when they found they were get- ting a very limited response at the gate. Another example of how you can use

data is the option of overlaying customer data with weather information. You can then predict stock requirements for food and beverage items on any given day and provide concessionaires with more accu- rate sales data that may result in higher concession fees or co-marketing funds. The possibilities are endless. As we’re talking about creating a data- base of a large number of records, it’s important to have a data hygiene strategy. Consumer databases have a high annual decay rate and it’s important to keep your pass holder and loyalty programme cus- tomer records fresh. A simple strategy to use is cleanse, match and append. This needs to be done annually. By applying proven techniques to

increase spend, such as loyalty pro- grammes, integrated POS and a business intelligence tool, you’ll be strongly posi- tioned to drive revenue.

Read Attractions Management online



s technology partners and attrac- tions operators, we can get too focused on collecting customer

data and mining it for information rather than focusing on our most important goal: delighting guests – and bringing them back. We have a well-defi ned principle regard-

ing the use of customer data – make it work for the guest. If you do that right, then it’ll work for the operator too. Here are two examples of this. Firstly,

give your guests the opportunity to edit the information that you hold on them for them- selves online via your network. By allowing guests to tell you about their

preferences and requirements within your business, you’re winning their buy-in to the experience. Also, when you next send a promotion to a guest, you have the detail to target effectively, and the knowledge that you’re creating guest satisfaction.

AM 4 2011 ©cybertrek 2011

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