Access Control
www.parkworld-online.com
Generation X and 14% Baby Boomers. Of these pass holders, 83% are families with children under the age of 18. Sherry Howell, brand engagement director at CenterEdge
Software, tells Park World: “You need to cater your membership programs to this custom experience-driven demographic: the Millennial family. To keep up with this tech- savvy generation, your programs need to be easy to join — and even easier to re-up — and come with major perks.” CenterEdge, for example, gives parks the ability to implement a variety of different programs including tier-based programs, those built around dollars spent or visits to the park. Flexibility is key, Sherry explains. “Offering several membership options gives experience-oriented members flexibility. For example, consider offering month-to-month memberships as well as one-time purchased season passes.”
Sharing the wealth “One way to use ticketing solutions to improve other areas of the park is to capitalise on convenience to maximise ancillary sales through innovative cross-selling and up-selling opportunities,” suggests TJ Christensen, executive vice president, sales and marketing at accesso. “The accesso Passport ticketing suite was built for where customers shop, whether at the front gate, at home on a computer or on their mobile device. The suite’s eCommerce Engine allows you to engage with guests through an intuitive interface to drive online conversions, increase cart values and sell more tickets. You could also consider incorporating point-of-sale solutions like Point & Pay, an accesso Siriusware module that allows a guest to make purchases and check balances with just their fingerprint.”
Membership for the millennial family Membership, or loyalty programs, encourage repeat visits and improve value for visitors, as well as helping operators avoid cash flow valleys and increase overall revenue. According to PGAV Destinations, 63% of members and season pass holders are Millennials, followed by 18%
Crime in the cyber age The rapid pace of change in payments technology can leave operators vulnerable to hacking and cyber crime. In addition to complying with regulations related to privacy, reliability of services, sensitive data encryption and storage amd other of sensitive customer data, credit and debit card payments need to follow security protocols. This can be a bit of a minefield, so it is essential for their payment solutions providers to ensure high levels of security compliance. Umesh Prabhu, director of Semnox Solutions, says:
“At Semnox, we continuously update and maintain security standards by limiting the number of personnel with access to sensitive information. We provide many layers of defense along with a fortified data protection model. We also implement powerful access control measures by regularly testing security systems and processes. Our payment solution is PA-DSS certified after passing through stringent security protocols and tests which allows our clients to be compliant on their side with regards to PCI-DSS or similar certifications.” Semnox is also certified PCI DSS v3.2 and SOC 1 Type 1 compliant - the first in the industry to be so. Today’s guests are time-conscious, and using technology to
reduce queuing times at the entry kiosk, the food counter or the photo booth, is a surefire way to improve visitor experience.
Semnox Lumin Reader
34
MAY 2018
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