Happy Snappy Lite: Take photos, make money, create memories

Happy Snappy Lite is the world’s first self-service photo souvenir system operating entirely on smart devices. A powerful self-service software, Happy Snappy Lite system enables even the smallest attractions to provide branded photo mementos to all their guests.

Owners and founders, James Cussen and Barry Cooper, spoke to blooloop about the disruptive product, and its unique space in an evolving market.

“Our market is the everyman business,” begins Cooper. “The family business, the petting zoo, museums, the smaller business that was never able to get a photo system because their flow wasn’t right; it’s that broad market.”

As a company, Happy Snappy Lite is not, they emphasise, looking simply to land one or two big fish:

“Globally, we’re looking to have lots of partner attractions using our software. The reason we’re looking at volume in terms of our business model is that we want this to be accessible to everyone. We want it to be an easy choice to use our software. We don’t want it to be a big decision; we want it to be a no-brainer so we have removed the traditional barriers.”

The origins of Happy Snappy Lite

Outlining the software’s background, Cussen explains:

“In South Africa, pre-COVID, we photographed about 7 million people a year. Over the years, we’ve worked with many major attractions. Yet we realised that thousands of small attractions globally were desperate for the benefits of a photosystem – the additional revenue, the marketing, and the guest value – but there was no way to support them, and there was no system out there that we could find that could do it.”

Accordingly, Cussen and Cooper spent five years working on building a solution that would allow smaller and medium-sized attractions to run their own system:

“In working with the small attractions, we realized that the main barriers they faced are cost, knowledge of software and processes. Our system went through a few iterations. We designed it so that the hardware they already have in their pocket is all that they will need. There are no contracts, no commitments, and no hidden costs. They can start a free account, design everything that they require, and just buy the QR codes that they need. It allows people to get their feet wet and use the system.

“Essentially, Happy Snappy Lite’s software enables these small attractions to unlock that extra revenue, which is critical. Everyone is trying to access that secondary spend. But it’s very hard for small attractions to do that.”

A simple, revenue-boosting solution

Achieving it through strategies such as F&B or retail involves potentially prohibitive overheads around staffing, logistics, products, and shop fit-out. On the other hand:

“Our solution is cool because the phone already in their pocket allows them to start making money the next day,” Cussen explains. “It’s all digital – basically, it’s a very powerful cloud software that removes all the barriers to running a photosystem.”

The quality of smartphone cameras has reached a point where anyone can use the system to press the button and know how to take the perfect photo for their Instagram account.

There is nothing quite comparable on the market.

Cussen says: “We have been in the game for 15 years, and in event photography for around 20. There is nothing out there that allows small attractions to use the hardware that they already have for very little cost. We call it the first self-service photo souvenir system in the world that runs on smart devices.”

First of its kind

All other systems designed for smaller attractions centre around kiosks. These represent an outlay of several thousand dollars per kiosk, and then ongoing monthly fees.

“We are proud to say that it’s a first. Other companies go after the big fish; there is a need and a lot of competition in those spaces. Outside of those large attractions, the tourism attraction market is huge, but there are all these unserviced smaller attractions.

“It makes sense because it hasn’t previously been viable to support these guys. We have looked at how we could provide something that has no barriers, and that also allows access for things like museums and government-subsidised attractions. We’ve been very single-minded on developing the puzzle piece to fit the gap and we’ve built it over five years, specifically aiming at supporting the smaller attractions, and have now proved it in London.”

As retailtainment evolves and smaller attractions and FECs proliferate, the market continues to grow.

“Anywhere that people are having a positive experience, they are creating a memory,” he says. “Those memories can be monetised. They’re a currency, both for the attraction and for the guests. Visitors really value those memories.

“The attractions can capture that special moment at the right place and time, wrapping it up and delivering it in a way that the guests can’t do themselves. Our system has all the ‘remove background’ AI built in, where the attraction can add any background. It’s so easy to deliver. Previously, you’d have to engage with the company. You’d need to have contracts, and you’d need to have it designed, which all takes time. You’d have costs involved with cameras, retail, and sales areas. Now, all of that is removed. It allows the small guys just to get cracking.”

More engagement with Happy Snappy Lite

The system, which is easy to use, offers attractions extra revenue streams, advertising, more spend per head, and social media sharing:

“Our system also has other cool features,” Cussen adds. “When a guest scans their code to view their photos, they are taken into their own private gallery – it’s all GDPR compliant. When they access their photos, you, as the attraction, can have popups that appear on their device linking to actions around competitions, prizes, and giveaways. So, they can enter their details for the chance to win four tickets to a partner attraction, for example. It’s cool for the guests because they get that extra value and attractions can cross-pollinate.”

The pair have done a lot of prize giveaways during the testing process:

“It has been really popular and powerful, but the main thing, of course, is to gather a lot of data. By opting in, you enter the competition, but you also want to hear more about the specials and upcoming deals, so the attraction can gather huge amounts of data from an audience that already wants to hear from them. That’s gold. That’s the best you can get.”

One of the Happy Snappy Lite team’s compelling USPs is their deep knowledge of the industry from the perspective of operators:

“We have been operating in Africa for 15 years and have probably photographed more than 65 million people. Our big clients are names like Table Mountain, the Two Oceans Aquarium, uShaka Marine World, and the National Zoos. We understand where the pain points are for small attractions, and we’ve distilled all our knowledge into this software. In that way, it’s quite disruptive.”

Wire & Sky

Rather than undermining the industry by providing a great deal of the relevant know-how directly through the software, they are clear that they are, in fact, simply opening up larger sections of the market:

“The short story is that we come from a true knowledge of the industry as operators. We did a few years of battle testing in our own markets and have been in the UK working with pilot sites for around 10 months.”

Since April last year, the Happy Snappy Lite team have been working with Wire & Sky Aerial Adventures, generating the attraction an impressive extra £4.60 per visitor.

“Presenting the data on how well it’s performed in a real-world test is critical. We want people to see that it’s proved in the market, and is aimed at the little guy,” he comments:

“Wire & Sky are a prime example. Andy Broad, managing director at Wire & Sky, approached a number of UK companies that run photo souvenir systems to support them. All three turned him down because the company doesn’t have the foot traffic.

“Then they came to us. We said: ‘This is perfect timing because this has been purpose-built for guys like you.’”

Cooper adds: “We got them up and running within a few days using, using mobile devices, and their existing staff. There is no need for extra staffing. They are £4.60 a head up, with over 10,000 images circulating online.”

Happy Snappy Lite in action

Wire & Sky is now using the Happy Snappy system at its climbing operations at the Cutty Sark in Greenwich, the London Abseil in Olympic Park in Stratford, and Anfield, the home of Liverpool Football Club.

Andy Broad of Wire & Sky, commenting on the collaboration, says:

“Happy Snappy Lite is a revolutionary product for visitor attractions like ours. We implemented the system with ease and have been making a profit from the outset. Our customers love it, and it shows through the high conversion rates we have been achieving. I would highly recommend this system to anyone looking for a photography solution. The support from the Happy Snappy team is second to none and they will guide you through each part of the setup process making it an easy and profitable decision to work with them. Very highly recommended.”

While the Happy Snappy Lite system can work for any size attraction, it is particularly suited for small to medium operations with a footfall of under 500,000 visitors per year.

“What we’d like to look at is the family-based attractions, and all the small attraction experiences sitting without a photosystem. The cool thing is that they can use their own management phones, so they already have the hardware.”

He adds:

“One thing we have done in some cases is to put the phones in a housing. It doesn’t have to be used in all instances. But Wire & Sky, for instance, use it, because they’re climbing up ropes and so on. It looks pretty cool.”

Self-service means more control for operators

Cooper adds:

“One of the unique points around this is the self-service side of things. Traditionally, when you get in bed with a photo souvenir supplier, whenever you need to change or update anything or add new templates, no matter what it is, you have to contact them. You’ll generally be put on a waiting list, and they’re entirely in control of the system. You then get the go-ahead when you can start taking photos again, which can take weeks.

“However, Happy Snappy Lite offers a completely cloud-based online system. You, as the attraction, can log into your account, assign your photographers, and view what the photographers are doing, and the photos they’re taking. You can update new templates and new logos. Multiple different templates are available, different backgrounds for different times of the day, different areas, and different occasions. You can remove backgrounds. You don’t even need a green screen anymore with our software.”

The fact that you, as the attraction operator, are in control, is key:

“You’re not knocking on our door or picking up the phone and saying: ‘Guys, I need a new template because it’s Valentine’s Day.’ You can do it yourself. And it can be done on the fly, which is super-empowering. That customer dashboard is all live, so the changes you make populate to the phone straight away, and they change for the guests as well.

“The new tech allows us to remove the background, so the phone captures the photograph. It doesn’t matter what the background is, or what the guests have behind them. If you’re using one of our ‘remove background’ templates, when the guest scans their photographs, the background will automatically have been adjusted to whatever marketing shot the attraction wants. It’s just like green screen, without the green screen – and all you need is the smart device in your pocket.”

The power of photography

In short:

“It’s a software that enables small attractions to unlock that additional spend.

“When we were selling all our services over the years to the attractions that we partnered with, we never really spoke about photography. We just said that our systems are going to unlock that extra revenue. We’re going to market your business, add real measurable value, and enhance the guest experience.”

“Photography is a tool that personalises things.”

“In essence, it’s the first self-service photo souvenir system that runs entirely on smart devices, thereby removing all the barriers to entry, allowing smaller attractions to start with a revenue-generating system the same day.

“Pick up a phone, take photos, and you will make money. Our tagline at Happy Snappy Lite is, ‘Take photos, make money, create memories.’ It really is as simple as that.”

Top image kind courtesy of the Cutty Sark Rig Climb experience