TICKETING
Dream Tickets Ticketing systems are becoming ever more advanced in order to
improve the guest experience and the operator’s bottom line. We investigate the sector’s current and upcoming trends
Kath Hudson, journalist, Attractions Management CRM
important: it’s fi nding out who’s coming, how often they’re coming and other valuable information that can be used for marketing,”
T
his is currently an area of intense focus and where attractions are set to make important gains. “CRM and big data is hugely
says Edwin Hemkes, chief commercial offi cer at Syx. “You can’t capture this information so well on the gate, but with more people buying tickets online, it’s the perfect opportunity to fi nd out about them.” Using data to understand the customer and their behaviour, attractions can create a much more holistic customer experience. The more they entertain and engage the customer, the more the customer is likely to want to come back. “Information is very powerful when predicting with accuracy what people are likely to do, helping operators to build on their successes,” says Peter Ferguson, head of operations, ticketing and electronic point of sale at the Access Group. “Something as simple as ensuring you
Edwin Hemkes, Syx
have the right stock, positioned in the right place within the shop can make all the difference to sales. Similarly, with food, it can help to better gauge what to buy and how much to cut down on wastage. Looking at the business in this way helps to cut costs and drive up revenues with repeat visits, and the ability to market and cross- sell to those visitors,” Ferguson says.
LOYALTY & MEMBERSHIP
“This is a fundamental change in the business model, but one which stands to deliver greater value,” says Ferguson. “Firstly, it means it’s easier to forecast income over time rather than taking the approach of seeing who turns up on the day. It also means operators are able to develop better relationships with their customers, making the experiences more targeted and relevant.” “With a membership scheme, operators create predictable revenue streams. If a company wants to sell an attraction, this makes it a more interesting proposition for investors.”
T
here’s an increasing focus on turning visitors into repeat business with membership and loyalty programmes.
Information is very powerful when
predicting with accuracy what people are likely to do, helping operators to build on their successes
Peter Ferguson, Access Group 90
attractionsmanagement.com AM 2 2015 ©CYBERTREK 2015
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