How to improve the digital experience of visitors at entertainment sites and cultural venues?

This article was produced in collaboration with Convius

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Unlike other tourism players, some recreational and cultural sites I’m just starting to embrace the latest practices in e-commerce, data processing, and experience personalization. What solutions are available to improve the digital experience of visitors before, during and after their stay? Interpretations with Laure de Montalier, Director of France’s Convius, a company that provides solutions for Parks, zoos, aquariums and museums.

Before the stay, marketing is important to get people to want to go to a theme park or zoo, provided the message is appropriate. With this in mind, a ‘data-driven’ approach is essential and Convious, which provides complete solutions for players in entertainment and culture, has well understood this. Whether broadcast online or on TV, these campaigns adapt to the audience to be the most relevant thanks to the use of data and algorithms.

As soon as an internet user or spectator goes to the website for a reservation, dynamic pricing is activated. Confod is able to adjust prices according to the expectations of visitors and the park. “We took over the jobs of e-commerce sites that were not yet in the experience market. It’s not a question of selling prices, it’s making Recreational activities accessible to all while improving attendance rates”, Laure de Montalier, director of Convius France, explains. Using this pricing system, Fort Fun park (Looping Group), located in Germany, increased its annual revenue by 22% and conversion rate by 13%. Today, approximately 20% of tickets sold by Convious partners are purchased online and of these reservations, about 80% are made via mobile. Our solution is designed above all else for mobile because we know that user experience and optimizing the purchase path on this broker are important.” She completes.

Since the health crisis, visitors’ need for flexibility has increased, which is why it is important to give them the possibility to adjust their ticket before their stay, according to Laurie de Montalier. Additional sales are also a way to increase revenue for the theme park or zoo, while improving the visitor experience once they are there. The case of Fort Fun once again demonstrates these good results with a 42% increase in annual incremental sales.

Connect online and offline during the visit

The mobile application will be the main point of contact between the visitor and the theme park on the day of their visit. “It’s all a matter of real time”, Says director of Convius in France. The visitor can access an interactive map, receive meal suggestion payments at lunchtime, alerts when the show is about to start, etc. To avoid queues, he can pre-order his list. Show type, entertainment, restaurant, everything can be customized according to customer profile.

As for Laure de Montalier, we should bet on mobile right now: “We want to focus on innovations other than the connected bracelet, for example, but recognize a real opportunity for entertainment sites, especially in terms of geolocation and the handling of children in parks. Those who, mostly and depending on their age, do not yet have a smartphone with which they can Experience the experience fully while they visit. It’s a bias for Convious to focus on other development projects at the moment. As always, our research and technology improvements always lead to the same goals: to serve the visitor experience and the daily lives of people working in this sector.”

A virtuous circle of data

After the stay, an email can be sent after the visit to collect reviews. In particular, Convius has partnered with a European company that collects opinions and feedback on all platforms. This allows you to have a global view of the quality of service in order to improve the experience if necessary. This new data enriches your CRM (customer relationship management software) and helps improve future marketing campaigns. “If someone comes more than twice a year, we We suggest, for example, an annual pass “, Laure de Montalier says: To make messaging more relevant, Convious relies on geo-retargeting, which allows you to target a specific geographic area. “There is a lot of waste in marketing spending today. However, with data, it is possible to better adapt communications., as you say. And whoever says more personalized messages, says more reservations. full circle.

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