Connect&GO, a leader in guest and attractions management technology, has identified that data is the critical factor which will help attractions in the recovery from the pandemic.
In what the firm describes as the “golden ticket” for operators, Connect&GO says that every operation’s 2022 growth strategy should feature the utilisation of guest data as an integral component.
The last decade has seen vast improvements in the technology implemented at themed experiences around the world, from POS and payments, RFID wearables, ticketing and eCommerce, all of which can benefit from the integration of data capturing capabilities.
According to a Finances Online study, almost three-quarters of families are placing theme parks and attractions at the top of their entertainment plans. Following the COVID-19 pandemic, families are eager to spend money at new locations, giving venues an opportunity to increase pre-bookings and supply items critical to customer enjoyment on the day.
Pre-booking has psychological advantages, often making guests feel like they have more disposable income to utilise when they’re exploring the attraction. With tickets, parking and entertainment options becoming more commonplace to reserve online, guests may be more likely to “splurge” during park visits when faced with opportunities by operators.
Marketing muscle
Real-time guest data also created new possibilities for marketing departments, reliant on knowledge of trends and demand changes. Through Connect&GO’s platform, managers are provided with the flexibility of accessing guest data on the move, all in one place.
The Konnect platform can use integrations to personalise emails, with Connect&GO providing purchase and cart details to be synced directly into a CRM. Triggers can be set up to analyze orders and promote an email if a certain items are missing.
Connect&GO CEO Dominic Gagnon says: “We have several clients using guest data in very effective ways. One of our water park clients does an outstanding job with marketing automation campaigns. They were able to use the data from Connect&GO’s system to send targeted emails that helped them convert over 80% of their season passholders to renewals this year.”
An example of this would be water parks offering cabanas to customers who have only purchased admission tickets. Automated abandoned basket emails can also be set up using the firm’s Konnect e-commerce platform.
Operating by numbers
Connect&GO’s Konnect platform can even provide data at a granular level such as live guest cashless balance and spend history directly from each guest’s POS profile. This information allows parks to submit automated messages to guests during booking and while on-park such as top-up reminders.
Operations departments can also opt-in to accurate data relevant to maintaining efficiency and guest satisfaction. Figures including the number of visitors navigating certain park areas, current park capacity and ride usage can help management make informed real-time decisions regarding HR and crowd management. Such data can also help influence long-term strategic moves including the mothballing of inefficient attractions and potential investment opportunities.
A representative from Connect&GO says: “From helping your attraction plan your day-to-day operations to making it easier for guests to return again, the power of data is limitless, but only if you can actually use it. At Connect&GO, we believe that data shouldn’t live in silos. If you’re ready to see how an integrated attractions management platform like our Konnect solution can help you drive revenue and increase guest engagement, let’s connect – we’d love to help you move your business forward.”
More information on how Connect&GO helps attractions extract value from data can be found on the company’s website.
Connect&GO recently announced strategic hires in a number of departments including Customer Success, Sales and Marketing, who will support the company’s activities in North America and Europe.
