The importance of loyalty programmes to theme park visitors

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Theme park operators need to retain customers, especially in areas that have a high density of leisure destinations. In global research conducted by Omnico 90% of visitors regard a loyalty programme as a significant factor when choosing to attend, making it essential for park operators to have a compelling loyalty offering. It’s not just a question of inspiring visitors to return again and again, but ensuring visitors stay on site instead of venturing out to other parks, shopping centres, hotels or restaurants. Visitors are willing to pay more when using a top loyalty programme because it indicates a higher level of care. They also want loyalty programmes and now regard them as integral to their visits.

TWO WAY VALUE

Truly great loyalty strategies create a meaningful exchange of value between the company and the customer. In a theme park, visitors want a loyalty programme that allows them to accumulate points for each experience and which gives them instant visibility of everything they are entitled to. They want to be able to redeem those entitlements whenever they want in a park or destination from any point-of-sale, whether that is fixed, mobile or a self-service kiosk or screen. Where guests use an RFID wristband or IoT media within the park, they will also want to use it for their loyalty point collection and redemption. If they have downloaded a park app, not only will they want to use that to participate fully in a loyalty scheme during their visit, they will want the option of retaining their points to use at a later date. For a loyalty programme to be really attractive to consumers, rewards need to be redeemable across an operator’s entire range of destinations.

OMNICO SOLUTIONS DELIVER

By sharing all of the best practice, innovation and functionality we’ve gathered from our years of work with the leading players in the destination sector, Omnico enables operators to deliver personalised and tightly targeted loyalty programs and promotional campaigns that keep guests coming back through the door. Rewards and special offers can be provided in multiple ways, including loyalty program points, e-dividends, gift cards, entitlements, savings clubs, charitable donations, staff allowances, rewards money can’t buy, etc. Omnico has a centralised loyalty and promotions engine with omniEngage which enables consistent and personalised offers and rewards across all channels and touch-points such as:
Behaviour over time promotions and rewards, proven to increase spend and visit frequency
Targeted promotional campaigns based on discrete customer segments
Digital coupons for use on mobile devices
Loyalty programs which can be driven and tracked digitally, or physically with cards.
For operators, deploying a cloud-based loyalty and promotions platform such as Omnico’s, the benefits are vast in terms of increased revenues, enhanced visit frequency and deeper influence on guest behaviours. Guests on the other hand, feel more highly valued and have a great incentive to return.

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