In Amusement Parks, physical and digital experiences are deeply intertwined, not isolated.
Each consumer is expecting a personalized experience.
An unified experience is the key, delivered through technology, content and data insight.
For more information, please write to us at marketing@iksula.com or visit our website www.iksula.com
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• Physical and digital experiences are deeply intertwined, not isolated
• Each consumer is expecting a personalized experience
• A unified experience is key delivered through technology, content and
data insight
INSIGHTS
4. WHAT CONSUMERS EXPECT IN THE DIGITAL AGE
Convenience
Common portals
Minimum clicks
Personalization
Customized deals
Curated content
Options
Multiple Channels
Multiple Devices
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5. HOW AMUSEMENT PARKS CAN MEET THESE NEEDS
Enterprise Technology
Unified Systems
Seamless Experience
Cutting-edge features
Quality Content
Engaging and Informative
Search Optimized
Good Distribution
Big Data Analytics
More gathering
More insights
Data-Driven decisions
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6. CONSUMER JOURNEY IN AMUSEMENT PARKS
D is c o ve r y
Finding out about it
P l a nni ng
Making itinerary
E x pe r ie ncing
P os t- Vis it
E nga ge m ent
Exploring and evaluating Booking Tickets
Visiting the park
Having a great time
Sharing online
Engaging with brand
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10. ASSISTED DISCOVERY
How to improve customer experience?
Customer Agents
HOW DO I REACH the
park?
WHERE should I STAY?
WHY is this park BEST
FOR US?
WHAT ATTRACTIONS
are there at this park?
WHO is this park
SUITABLE FOR?
WHEN is the BEST
TIME to visit?
Technology Framework
Extensive Content
Agent Website
CRM
system
Knowledge
Mgmt. System
Call Center
VoIP System
FAQs
Park Information
Catalogue
Brochures
Booking
Calendar
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12. SELF EXPLORATION - TARGETING
How do you implement it?
Targeting customer
segments
Customize for different ages
Target
Websites
Target
Keywords
Customize for different groups
Location-specific
sites/keywords
Vernacular
Languages too
Promotions Analytics & Testing
Social Media Listening
What is the right strategy? 12
13. SELF EXPLORATION - WEBSITE USABILITY
A More Visual Layout
Large Banners Summary Callouts
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14. SELF EXPLORATION - WEBSITE USABILITY
Offer Tiles Embedded VideosCategory Tiles
A More Visual Layout
Graphics
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15. SELF EXPLORATION– OPTIMIZED CONTENT
Categorization
Short & Crisp Description
Large Images
Reading Cues
Tagged Categorized
Concise TextVisual Centric
Call to ActionCues and Alerts
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18. PLANNING PROCESS – PARK WEBSITE
How to improve customer experience?
Finalizing plans Choosing a
package
Choosing
Add-ons
Booking
Tickets
Modifying/
Canceling
Itinerary Planner Interactive Park
Catalogue
3rd Party
Integrations
Unified Booking
Window
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19. PLANNING – INTERACTIVE CATALOGUE
Create User Avatars
(everyone in the family/group)
Enter Basic info of each
Filtered Catalogue, based on
user details and preferences 19
*Source
of Data
20. PLANNING – ITINERARY PLANNER
Booking Calendar Packages/Offers Catalogue
Events/Attractions
Catalogue
“Add to Cart”
option
Eligibility
Check
Multi-Parameter
Rating Create Activity Queue Get Social Feedback
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*Source
of Data
23. PARK EXPERIENCE – APP
Experiencing the different attractionsExploring the park Sharing experiences online
Interactive Map
(with GPS)
Interactive
Catalogue
Voice
Assistant
Companion
Content
Safety
InstructionsHyperlocal
Alerts
Express Queue
(QR Code) Park e-Wallet
Park Media
Cloud
Social Media
Plugins
Photo spots -
Alerts
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Image/Video
Filters
*Source
of Data
*Source
of Data
24. POV Cameras take your Pictures/Videos
Step 1 Step 2 Step 3
The media appear in your
App via cloud
Enter Ride, scan to register location
PARK APP – MEDIA CLOUD
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PARK APP – SMART WRISTBANDS
Wristbands embedded
with RFID Chips
Digital Experience possible for
all family/group members
RFID Scanners installed
all over the park
Scan for entry Scan for payment Track Location
*Source
of Data
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POST PARK ENGAGEMENT
Merchandising GamificationData-driven messaging
Online Store
Gift Cards
Cross-Sell
Different Parks
Remind of Missed
Attractions
Target Micro-
Moments too
Gamifies
ReferralsTarget Major
Life Moments
Create a
web/mobile game
to engage children
Medium for
Promotions
*Source
of Data
Gamifies Loyalty
Points
29. AN ENTERTAINMENT PARK STACK
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AGENT PORTAL
ITINERARY PLANNER
Website/App
CHECKOUT/
PAYMENTS
WISHLIST/ REVIEWS
REFERRALS/
REWARDS
CONTENT MANAGEMENT
ORDER MANAGEMENT
Park ERP
ECOMMERCE PLATFORM
Marketing Layer
CUSTOMER MANAGEMENT
PROMOTIONS MANAGEMENT
APILAYER
External
Platforms
POS SYSTEM
CRM
Analytics & Business Intelligence Layer
CALL CENTER
SOFTWARE
LOGISTICS MANAGEMENT
PAYMENTS RECONCILIATION
RESELLER
CHANNELS
PERSONALIZATION ENGINE
3RD PARTY
SERVICES
BUSINESS INTELLIGENCEDATA REPOSITORY BI ENGINEANALYTICS ENGINES
INTERACTIVE
CATALOGUE
MEDIA CLOUD
SOCIAL MEDIA
IOT ANALYTICS
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• Physical and digital experiences are deeply intertwined, not isolated
• Each consumer is expecting a personalized experience
• A unified experience is key delivered through technology, content and
data insight is the way forward
TO SUMMARIZE