COVER STORY ...continued from page 30
to send alerts to the operator when there is a problem with a game. Operators can then set the game to out of service and place a service call to a technician with their mobile phone, all from the comfort of wherever they are. Without having stepped into the BEC, a broken game can be reported, fixed and back up running. Proprietor mobile apps put operators and technicians multiple steps ahead, ultimately paving the way for a better customer experience.
The kiosks are ready for the crowds at the Cinergy game room.
as a virtual card, eliminating the need for a physical card altogether. Remember our average consumer from earlier who did everything before noon from their mobile device? This consumer will be able to reload their BEC card on their way to work, check their customer loyalty points by lunch, and custom-design their BEC experience before they walk in your door with only their mobile phone.
START SIMPLE: DATA COLLECTION. FetchRev, located in Tempe, AZ, is a company well-versed in mastering the mobile platform. They assist proprietors in driving return foot traffic and developing repeat revenue by utilizing consumer data. Companies like FetchRev can take the struggle out of reaching your target market. However, according to Brandon Willey, CEO, proprietors can go a long way in establishing a mobile connection with their customers. “At the end of the day, it comes down to data collection and maximizing the amount of email addresses collected. If there is only one thing a [bowling entertainment] center can do right now, one incremental improvement Brandon Willey, CEO of FetchRev regardless of who they use and what system they use—its data collection.” He continues, “Start today, doing nothing more than putting a sign-up sheet on a piece of paper on a clipboard at the front counter. At the same time, educate the staff to ask customers to sign up for a coupon list or birthday rewards coupon.” The key is collecting the information.
THE MOBILE PLATFORM AND THE PROPRIETOR The benefits of a mobile platform aren’t only for the consumer. Proprietor mobile apps provide operators with the ability to manage their attractions remotely from their mobile device. Apps can now preemptively alert the operator to problems before they occur, for example, when kiosks are low on cards or the bill holder is full. These apps also have the ability 34
THE FUTURE: ARE YOU A BEACON OR PLANNING FOR RETIREMENT? Evolve or die may be a little harsh. Spend to live? Excellent advice. Meet your customers where they are going and become a beacon in the industry, rather than reluctantly planning for your retirement. Imagine this: your customer walks into your entertainment facility with nothing but their mobile device, and their mobile device not only knows that they are there, it knows what time of day it is and what attractions
Kiosks and staff help customers navigate the cashless card system at the Cinergy location in Odessa, TX.
they used and loved last time. Their mobile device knows what menu item they order every time they come to your facility at that time of day. And, as if by magic, it recommends the perfect combination of food, beverage, games and attractions for the ultimate, effortless experience with your brand. So, don’t let your customers go! It’s too fun out here! ❖
Sean Krainert is a freelance copywriter living in the San Francisco Bay Area specializing in real estate, hospitality and mental health writing. He is also an alumni of the Wichita State Shocker bowling program.