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largest acquisition to-date. The platform bridges the gap between the physical and digital aspects of a guest’s experience, giving operators insight into every step of the guest journey. The solution enables operators to leverage existing customer data alongside real-time location and behaviour, which they can use to deliver personalised, contextual recommendations, messaging and offers to guests at just the right time and place. A 2022 study found that nearly half of consumers say they’re likely to
become repeat buyers after a personalised shopping experience, and the vast majority expect brands to already know who they are and what they prefer. Our guest experience management platform empowers operators to meet these expectations. Helping our clients seize the win-win of delivering on today’s guest expectations – such as the ROI of effective personalisation – is core to what we do.
PW: accesso operates within a competitive space. What would you say is your USP? SB: Our decades of industry service aside, one of the things that really sets accesso apart is our approach to innovation. We benefit from the opportunity to work with venues of all sizes, from industry giants like Six Flags to smaller, more local venues like The Washington State Fair. When we work with any one of our clients to develop new functionality, it also becomes available to the rest of our client network to deploy at their respective venues. This gives operators of all sizes the chance to leverage the powerful technology you’d typically see at a Six Flags- scale venue and level-up their operations over time. When an operator partners with accesso, they’re tapping into a worldwide network of innovation. There’s also an immense added value in allowing our team to serve as an
extension to yours. Each of our clients is supported by accesso’s in-house team of developers, UI/UX designers, quality testers, security analysts and IT personnel, and these are the people behind the intuitive, user-friendly and high value solutions for which our company has become known. Our client support teams are also prepared to manage operations on even the highest-volume sales days. We understand that the concept of security entails more than just data privacy – today’s venue requires a stable technology foundation and a reliable team of people dedicated to ensuring that technology remains the solution, not the problem. We take investment in our partnerships seriously, and it’s what has allowed us to
provide our clients with best-in-class solutions that create great guest experiences, drive revenue and move the industry forward as a whole.
PW: You serve a variety of markets – theme and water parks, zoos and aquariums, fairs and festivals, to name a few. Do requirements differ across markets and how does accesso tailor its solutions? SB: Each of the markets we serve is certainly unique; no two markets, or even two venues within those markets, are the same. We work one-on-one with each client to determine how our solutions are tailored to fit the unique needs and offerings of their venue.
SUMMER PART 4 2022
PW: Looking ahead from the upheaval the industry has seen over the past couple of years, what’s the next innovation we might expect that will bring about positive change, and how is accesso planning for the future? SB: Modern guests have come to expect ‘experiences on demand’, as nearly every product and service is available with the tap of a button, and with very little to no wait. We’ll continue to see an influx of technology that creates on-demand convenience for guests, delivers a more personalised experience and empowers guests to manage more of their experience at a park or attraction. It’s now a little over 10 years that our QsmartSM
mobile virtual queuing
solution has been available to market. The convenience factor Qsmart offers is immense, and we’ve seen a great uptick in demand for the solution from our theme park and attractions partners, which we expect to continue. Looking ahead, solutions that are similarly designed to maximise convenience
and value for guests will remain in central focus. So, while we expect the demand for all our contactless technologies to continue to grow, we anticipate even greater demand for our mobile F&B and guest experience management solutions. More and more, guests are craving contactless updates to the typical dining
experience, and the proof is the numbers – a recent study by Paytronix found that 33% of all orders from restaurants and convenience stores are being made digitally in 2022, which is nearly triple what we were seeing pre-pandemic. With the right technology, theme park and attractions operators can tap into the demand for convenient mobile ordering, freeing guests from long lines and reducing staff burden in the process. With accesso’s mobile F&B solution, for example, guests can explore your
menu, personalise selections, claim special offers, and retrieve their orders – all from their own smartphone with little to no direct support from staff. Not only does this alleviate pressure on your team, but it also frees guests to spend more time doing what they came to do: enjoying the amazing experiences your venue has to offer. And, going back to an earlier point, our guest experience management
platform is central to the whole concept of ‘personalisation at scale’, which is key in an age where personalised brand interactions reign supreme. With this platform, operators can create an all-in-one white label mobile app – making life easier for their guests by giving them everything they might need in the palm of their hand. With accesso’s guest experience management platform, operators can put guests in the driver’s seat of their own experiences, allowing them to easily purchase and store digital tickets, add virtual queuing or a parking pass to their visit, and more – all in just a few taps of an app. Today's guests expect ‘the world in the palms of their hands’ – essentially, to
navigate nearly every interaction from their smartphones. Operators who seize this opportunity to leverage technology as a means to drive more meaningful connections with guests will be sure to reap the rewards over the coming years.
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