When a visitor uses their phone while standing in line and orders a ticket, they’re improving both their experience and that of the person behind them
in line, in the loo – you’re giving them control over their guest experience from the outset: deciding when that experience will start. And we all know the less time they spend in line, the more time they have to be tempted by the concession and retail shops and to tweet about how amazing the rides are (as opposed to how epic the line is to get into the park).
PROFIT PERKS Mobile web sales also boost your bot-
tom line, and not just as an additional sales channel. With less people in line, there’s the potential for labour expense reduction with fewer employees manning the ticket booths. So long as a guest has their phone, they have their ticket, which means less staff time spent on ticket look-up and reprints. Did I men- tion there’s no ticket printing for mobile tickets, thus saving on ticket stock and printer heads? Want to drive conces- sion stand sales by offering a discount
AM 2 2014 ©Cybertrek 2014
attached to the barcode on entry tickets? Your guests won’t need to dig for their ticket stub – they always know where their phone is. Then there’s the opportunity for
revenue through mobile convenience fees. Many venues drive sales to their mobile store by offering a discount on tickets purchased there, then offset (or even eliminate) the discount by charging a convenience fee. With regards to rev- enue, the favourite, of course, is to forego the discount altogether and keep the convenience fee. Let’s be honest, if ever a dollar fee was worth its weight in gold, it’s when it’s used to ditch a wait in a line. Aside from raising your operational
IQ by reducing ticket window staff and being the ultimate line-busting tool, mobile stores add value to print ads by generating direct buying response when a 2D barcode is placed on the page. There have even been venues that report a reduction in customer service calls when
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The Monterey Bay Aquarium in California added a mobile web store because its visitors aged 40 and under expected this type of service
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