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Ticketing software revolutionising guest experiences
With today’s ticketing solutions able to provide much more than just a means to sell tickets, Melbourne-based ROLLER has been providing digital solutions for attractions over for the past five years. Their ticketing solutions are complimented by booking systems, electronic data management, website design and apps and much more.
In May last year, ROLLER founder and Chief Executive Luke Finn presented at the 2016 Australian Amusement, Leisure and Recreation Association (AALARA) annual conference in Sydney and spoke of the importance of investing in the right software to not only ensure the best customer experience but to optimise sales and repeat business.
Finn explains “at ROLLER we are continually innovating to increase our client’s conversions.
“It is an ethos we adopted from the start when we took complex entertainment business issues and wrapped the solution in a fresh, easy to use platform.
“We created a pioneering customer centric platform with a suite of supportive apps and software solutions.
“We provide a complete ecosystem for any business in entertainment. Our partners receive a curated 360 view, empowering them to uncover their own untapped operational efficiencies.”
It is an ethos that has allowed ROLLER’s clients to take their sales and marketing strategies and their operations to an entirely different level. In an age where ‘innovation’ is the buzz word, it has allowed them to think outside the square.
Leanne Salmon, General Manager at Adventure Park, Victoria's largest amusement and park, describes her experience with ROLLER as “outstanding”, adding “ROLLER's system has solved so many problems that we used to endure on a daily basis, saving us countless dollars.
“Not only is the system easy to use, it is built with the newest technology, allowing us to grow as a business, taking advantage of mobile, social and RFID.
“They are constantly releasing innovative features that keep us excited and allow us to think outside the box ... this is the next generation in amusement park ticketing and bookings."
Up-selling, encouraging referrals and optimising revenue
Software providers now invariably like to manage website development as this creates the platform for a good customer experience as well as the platform to drive sales. The developer’s understanding of the potential customer journey invariably allows them to ensure that the site visitor can clearly understand the multiple ticket types and other options available to them, whether it be ticketing options for an amusement, recreation or other leisure venue or indeed large scale event. The need to be mobile friendly is also crucial to the customer experience.
Taking control and directing up-selling opportunities at the point of booking has also developed into a key area to increase revenue.
Finn sees this as a crucial part of their software build early on, adding “our 'Add On' functionality allows our clients to sell reserved areas, vouchers, merchandise and much more from within the booking process.
“We also provide some very exciting solutions which enable our clients to encourage and reward their customers for spreading the word to get their friends and family to purchase tickets as well. Word-of-mouth referrals are key to driving more sales.”
Solving cash flow issues
Managing all of their bookings online through their own website and social media pages has had a dramatic impact on the financial control of many venues and attractions who have invested in the right software. Without the need to redirect payments to a third party provider they are able to take payment for reservations directly through their own websites and Facebook, have complete control over inventory, pricing, authorisation of bookings and a lot more. In turn, this allows them to receive their funds in real time thus avoiding any cash flow issues.
Profiling customers and driving repeat business
Another of the more important functions in the better software solutions available on the marketplace are those that integrate efficient CRM tools. The ability to profile customers, retain their data and market to them effectively is a crucial factor when it comes to successfully retaining loyalty, driving repeat business and encouraging referrals.
Finn sees the software solutions they provide as being far more than ticketing, management and sales and marketing solutions, going so far as seeing their solutions as ultimately being about community engagement.
He concludes “we are in the service business of entertainment.
“People are not only buying our software but the personality and the lifestyle we represent. If one focusses on the relationship the business follows.?
“We are open and allow them to peek behind the curtain. We are transparent and generously share our personality across our clients’ ROLLER platform.
“After all, this is for fun’s sake.”
James Croll, Australasian Leisure Management.
Click here to contact Roller via their entry in the Australasian Leisure Management Supplier Directory.
Lower image: Adventure Park, Victoria
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