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TICKETING


CONVENIENCE STORE


A 78


Improved guest experience, increased operational effi ciency and a better bottom line. Liesel Tarquini explains the benefi ts of mobile web stores


t fi rst glance, mobile web stores for attractions may seem so 2011 trend-wise. I beg to differ – while it’s been on the horizon for the past two years or more,


mobile web sales continue to swell and we haven’t yet seen a cresting point. This time last year, 45 per cent of American adults owned a smart phone. In one year, the number has grown a remarkable 11 per cent to more than half of all adults. Dig in even further to the core attractions demographic of 18- to 34-year-olds and that number surges to 80 per cent.


SMART USE Smart phone ownership is only one


facet of the mobile trend, however. We are, after all, far more interested in how potential guests and visitors are using their smart phones than we are in the fact that they own them. In the same one-year time frame, the number of smart phone users who report using their mobile devices to make a purchase is up 15 per cent to 34 per cent of users. We know smart phone ownership and mobile purchases are growing across the board – it’s the no-brainer of mobile. But there’s also the question of perception when it comes to having a mobile web store. And it’s not one to be taken lightly. Kathi Patton, senior systems analyst at the Monterey Bay Aquarium, reports per- ception was key to the venue’s decision


In the past year, the number of smart phone users who report using their mobile device for a purchase is up 15 per cent, to 34 per cent of users


to implement a mobile web store: “When we were evaluating whether having a mobile web store was necessary, given we have a consumer store, our IT and web team came to us and basically said ‘If you can’t access it on your phone, it doesn’t exist.’ “There’s a defi nite perception among the under-40s group that everything that is anything can be done on your phone. And it’s not just emailing and texting, it includes purchases large and small, including tickets to our aquarium.”


Read Attractions Management online attractionsmanagement.com/digital LINE UP


A simple truth is evident in any queuing line these days: nine out of 10 people in line will have their phone out to kill time. Many venues are taking advantage of this by placing signage with QR codes to their mobile stores along queue routes and even en route to the front gate from the car parks. In this way, mobile web stores have become the ultimate line-busting tool, surpassing self-serve kiosks in being both customer-friendly for guests and budget friendly regarding cost of ownership for venues. Which leads us to additional facets in the mobile web gem: It’s good for the customer experience, boosts your bottom line, opens up new avenues for business intelligence and is operationally smart. Let’s unpack this statement, starting with the customer experience. When a visitor pulls out their phone while standing in line and orders a ticket, they improve both their customer experience and the visitor experience for the person behind them (with a lowly fl ip-phone). After all, if they’re having to stand in line, the only conscionable thing to do is to offer them the opportunity to get out of it. By enabling them to purchase a ticket when and where they want – in the car,


AM 2 2014 ©Cybertrek 2014


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