95% of US theme park visitors will spend more if they can download a dedicated park app that has masses of functionality and helps beat waiting in line.
“Park operators with clunky, impractical apps run the serious risk of losing out on substantial revenues from tech-savvy visitors.”
84% want to use their phones to order and pay in advance and avoid waiting for food and drink. 81% want to use a phone app to scan and pay for food and merchandise. For 60% of respondents, avoiding lines for rides and food is the main reason for downloading a park app.
59% view receiving exclusive offers and rewards as an incentive to download and 55% want loyalty program benefits. 52% want to use an app to organise their whole visit in advance.
The figures are in the Omnico Theme Park Mobile Barometer, surveying 675 US respondents who have visited a theme park in the last two years.
“Our research proves that while apps are essential, visitors will only download them if they contain valuable functionality,” said Mel Taylor, CEO, Omnico. “Park operators with clunky, impractical apps run the serious risk of losing out on substantial revenues from tech-savvy visitors.”
51% of visitors said receiving offers relating to their next visit encourages greater expenditure in a park, while 49% reported being able to turn loyalty points into spending value is a great incentive to spend.
Although visitors want app notifications, 44% said they would delete an app if offers were too numerous or irrelevant.
“Parks’ apps must be supported by all-encompassing customer-engagement technology,” added Taylor. “Apps will only meet visitors’ expectations and provide sustained revenue increases if visitors are recognised as individuals at every touchpoint and interaction is highly personalised.”
Overall, the Theme Park Mobile Barometer revealed apps are indispensable tools of interaction for both visitor and park operator.
Download the full report here: https://omnicogroup.com/insights/theme-park-mobile-barometer/
Omnico’s cloud-based technology powers POS and customer engagement solutions across seven of the top 11 global theme park resorts, as well as leading retail and hospitality brands. Omnico is the only vendor that provides a single, seamless platform for retail, food and beverage, loyalty, promotions, entitlements and stock, enabling clients to increase spend per head, visit frequency and operational efficiency.