Study: Self-serve kiosks would increase consumer purchases at theme parks
By deploying self-serve kiosks and mobile apps, theme parks could see visitor spending on food, beverages and merchandise increase significantly, research by Omnico has found.
Three quarters of U.S. visitors say they often or occasionally decide against buying food and beverages at a park because of queuing, while 65 percent take the same view with regard to buying merchandise, according to a press release.
The visitors would spend more if these technologies were in place and would increase spending from $45 to $250 per head on food and merchandise if self-serve kiosks, mobile apps and robot deliveries were available, the research reveals. The figures are part of the Omnico Theme Park ROI Barometer, which surveyed 683 consumers from the U.S. who have visited a park within the last two years, along with 2,653 from the U.K., Japan, China and Malaysia.
Half of U.S. visitors say they will spend up to four times more than normal on food and beverages if they can use mobile phone apps to order in advance. Forty-seven percent will quadruple their spend if they can use self-scan apps on their phones or touchscreen kiosks for ordering in food outlets, while 46 percent will spend up to four times more on merchandise.
Retail spending will increase from an average $24 to $64 per head if self-serve kiosks and mobile self-scan apps are available in park stores. And expenditure on food and beverages will increase from $21 to $59 if the same technologies are implemented in fast food outlets or restaurants.
If virtual reality guides and experiences, or artificial intelligence-powered recognition systems are used to make their visits easier, 43 percent of U.S. visitors say they will spend up to four times more on an admission ticket.