TickeTing TAILOR MADE
From improving productivity to checking that children leave with the correct adults, ticketing systems are getting increasingly sophisticated, with many being tailor made to suit operator requirements
kath hudson • journalist • attractions management CLARITY COMMERCE SOLUTIONS I
ncreasing income was one of the aims of Parques Reunidos-owned theme park, Bobbejaanland, in Belgium, when it chose Clarity Commerce Solutions to install new
ticketing software. Its previous system meant that targeted promotions, campaigns and sales initiatives were difficult to track, but the ClarityLive Ticket software solves this issue, by providing an integrated selling environment for creating one view of the customer. For example, a campaign can be run for a family ticket, offering discount on F&B and retail, which incentivises guests to spend more money. The information gathered also helps build up a guest profile. The system allows tickets for all venues to be downloaded at home, on the move, from the kiosk or the ticket office and offers point of sale for the other profit centres. It also increases the per capita income – ticket buying is easier, so more sales will be closed and it allows the upselling of other products and services via the ticketing selling channels. ClarityLive improves the customer experience by processing and tracking transactions efficiently, solving
Bobbejaanland recently installed Clarity Commerce Solutions
problems, such as long queues, slow customer service, lack of reliable information and poor co-ordination of sales channels. CEO of Bobbejaanland, Rolland Kleve, says: “We now have
a truly multi-channel theme park with sophisticated tools for building brand loyalty. This will provide an enhanced customer experience and ways to increase revenue streams.”
GATEWAY G
ateway implemented an online ticketing webstore for the National September 11 Memorial, New York, which opened in 2011. It needed to be able to support
exceptionally high volume, a reservations department and call line, as well as a controlled scanning process for time-managed admissions to the memorial. “The Gateway ticketing system has played a large part in the success of the 9/11 Memorial by providing free passes to the more than one million visitors – and counting – we have received in the first few months of operations,” says Jim Connors, executive vice president of operations. “We required a ticketing system to safely manage capacity because of the ongoing construction on other World Trade Center projects surrounding the Memorial.” One challenge of this installation was network connectivity, as
The National September 11 Memorial has had a million visitors 76
the attraction has a number of locations around Lower Manhattan. This was overcome by installing a robust wireless network and extended WAN to the dispersed locations. Gateway recently launched its eGalaxy Mobile Web Store to help customers improve operations and efficiency while increasing sales. Guests can use their phones to make purchases en route or on arrival to avoid queues or order additional tickets.
Read Attractions Management online
attractionsmanagement.com/digital AM 2 2012 ©cybertrek 2012
TICKETING
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