Digitizing your leisure complex: Why & How?
July 29, 2024
From bowling to karaoke, indoor climbing to axe-throwing, leisure centers are embracing the digital revolution. Digitalization is not just a modernization, but a transformation that redefines the customer experience and operational efficiency.
Whether you're looking to improve the customer experience with every visit, increase revenues or simplify day-to-day management for your teams, digital solutions offer real opportunities for your establishment.
In this guide, we'll take you through the various digital solutions that can be adapted to the specific needs of leisure centers, enabling you to make the most of innovations. Boost your business, meet your customers' expectations and stay competitive in an ever-expanding sector.
Why digitize your leisure center's customer journey?
Digitizing the customer journey in a leisure center offers both strategic and operational benefits. Here are the 3 main reasons to take the plunge:
1/ To meet the expectations of increasingly connected customers
Today's customers are used to seamless digital experiences. By digitizing your leisure center, you can meet their expectations and improve their satisfaction. Online reservations, contactless payments and mobile applications are just some of the tools you can use to simplify your customers' lives and build loyalty.
✔ Enable customers to book activities, tickets, or tables directly online, simplifying their experience.
✔ Offer a fast, secure payment experience with contactless payment options.
✔ Personalize the customer experience, with tailor-made recommendations and offers based on your customers' preferences.
✔ Gather customer feedback to continuously improve the experience.
2/ Bringing all areas of the site to life & developing all income centers
Digitization optimizes the use of every space in your center.
✔ Reduce waiting times and optimize the use of each space.
✔ Suggest complementary offers and activities, increasing participation and revenue.
✔ Guide customers to activities and services they might not otherwise have discovered.
✔ Facilitate navigation through the various attractions and services.
The little extra: Analysis of the data collected enables us to understand which areas are the most and least frequented, and to adjust our offer accordingly.
3/ To cope with staff shortages and relieve staff pressure
With staff shortages in the leisure sector, digital solutions can take over certain repetitive tasks. For example, order pads distributed throughout the various leisure areas reduce the workload on staff, enabling them to concentrate on higher value-added tasks, such as greeting and accompanying customers.
Let's take a look at the solutions that will help you make a difference in the management of your leisure center.
What digital solutions can optimize the management of your leisure center?
Room control panels
Control panels have become an indispensable tool in leisure centers 2.0. They enable customers to order meals, drinks or additional services directly from their table or activity area. Once payment has been made on the terminal, the order is sent directly to the kitchen and/or bar.
This device delivers a smoother, faster experience, reducing waiting times and improving customer satisfaction.
"We have installed 10 tablets for our 20 bowling lanes. Each customer order is sent via a ticket system, directly to the bar. Payment is made by credit card directly on the tablet, which is linked to our checkout system via Lightspeed."Julien Bowling Factory Manager
The benefits of control panels
✔ Interactivity and user-friendliness : The tablets are intuitive and easy to use, allowing customers to browse the menu, view images of dishes and personalize their orders, without rushing or interrupting their activity.
✔ Real-time updates : Directly connected to the point-of-sales softwaremenus can be updated instantly, eliminating the need to reprint new menus for seasonal menu changes, and above all, the ability to modify the availability of dishes or special offers in real time during service.
✔ Upselling and cross-selling: Tablets can suggest complementary items or special offers, increasing sales per order (we'll tell you all about it right after!)
"The biggest change for us is the enormous time saving. Today, thanks to the Obypay solution, we make 50% of the bar's turnover, on the tablets. We've seen an increase in the average basket per customer of over 30%."Julien Bowling Factory Manager
Key points to remember
✔ Time saving : Customers can place their orders without waiting for a waiter.
✔ Staff optimization : Staff can concentrate on higher value-added tasks, such as greeting and accompanying customers.
✔ Error reduction : Orders placed via the tablets are transmitted directly to the kitchen, limiting communication errors and oversights.
"In an indoor climbing gym, control tablets can be used to rent equipment, buy energy drinks or sign up for classes. Kiosks can display special promotions on equipment or offer discounts for group bookings."Example of use
Order and pay at the table with QR codes
Following in the footsteps of the control panels, the QR codes are revolutionizing the customer experience by enabling visitors to place an order and set their drinks directly at the table, from their phone.
The benefits of QR codes for ordering and payment at the table
✔ Ease of use: Customers can view the menu, place orders and pay without having to wait for a waiter.
✔ Increased autonomy : Customers have total control over their ordering and payment experience, increasing satisfaction and reducing friction.
✔ Accessibility : This technology is easy to adopt for all customers, regardless of their level of technological expertise, offering an inclusive, modern experience.
Key points to remember
✔ Improving the customer experience: QR codes make for a smoother, faster experience
✔ Increase in average basket : By facilitating additional orders and quick payments, QR Codes boost sales and revenue per customer.
✔ Adaptability : Whatever your activity, QR codes are a natural part of any leisure experience.
Push products and promo codes
Ordering tablets or QR codes not only streamline the ordering process, they can also be used to promote specific products and offer promotional codes. Thanks to customer dataYou can personalize offers according to each user's preferences and buying behavior.
The benefits of product pushes and promo codes
✔ Targeted promotion: Product pushes can be used to highlight specific items according to customer preferences and time of day.
For example, offering energy drinks in the afternoon or discounts on meals in the evening.
✔ Increase in average basket : By encouraging customers to buy additional products through attractive promotions, overall sales increase. Promo codes can also be used to clear stock or promote new offers.
✔ Engagement and loyalty : Customers feel valued when they receive special offers tailored to their preferences. Product pushes and promo codes create a sense of exclusivity and encourage customers to return.
✔ Data collection : Every interaction with product pushes and promo codes provides valuable information on purchasing behavior and customer preferences. This data can be used to refine marketing strategies and improve the customer experience.
"The tablet interface is very intuitive and easy to use for our customers. The big advantage of the Obypay system is the product pushes. With each order, we suggest products to our customers."Julien Bowling Factory Manager
Key points to remember
✔ Targeted promotion: Product pushes and promo codes boost sales with personalized offers.
✔ Customer commitment : Customers feel valued when they receive special offers tailored to their preferences.
✔ Increase in revenues : Well-targeted promotions can boost sales and income in the various areas of your leisure center.
Prepaid and cashless cards
Cashless payment systems and prepaid cards simplify transactions, reduce queues and deliver a seamless user experience. They simplify payment management and eliminate the need to handle cash, making it more convenient and secure for customers and teams alike. What's more, they encourage customers to spend more, as the money is already loaded onto their card or wristband. Gift cards, in particular, can help attract new customers and retain existing ones.
The benefits of cashless systems and prepaid cards
✔ Improved cash flow : Prepayments via prepaid cards immediately inject funds into your cash flow, improving the financial management of your leisure center.
✔ Speed of transactions : Customers can pay quickly, reducing queues and improving customer flow.
✔ Easy reloading : Customers can easily top up their cashless card on their personal space from their phone, from the order kiosks, via a QR code or simply at the checkout.
✔ Expense tracking : Customers can easily track their spending via their customer accounts linked to their prepaid cards.
✔ Customer loyalty Customers using prepaid cards are more likely to return to use their remaining credit, increasing long-term loyalty.
✔ Increased safety : Contactless payments reduce the risks associated with handling cash, such as theft or loss.
"In a karaoke bar, customers can use prepaid cards to pay for drinks and reserve rooms. These cards can be topped up online or on the spot, making payment management quick and easy."Example of use
Key points to remember
✔ Operational efficiency : Reduce payment processing time.
✔ Increase in spending per customer : Customers spend more with prepaid and cashless cards.
✔ Simplifying payments : Less cash handling and easier transaction tracking.
✔ Attracting new customers: Gift cards attract new customers and build loyalty.
Digital loyalty program
Digital loyalty programs reward regular customers and encourage repeat visits. By collecting data based on customers' purchasing habits, these programs offer personalized rewards and exclusive promotions.
The benefits of a digital loyalty program
✔ Commitment : Customers are encouraged to return to collect points and enjoy rewards, reinforcing their attachment to your leisure center.
✔ Tailor-made offers : Loyalty programs collect data on customers' purchasing habits, enabling customized promotions and rewards.
✔ Behavior analysis : The data collected provides valuable insights into customer preferences and behaviors, helping to tailor marketing campaigns and offers.
"In a bowling alley, the digital loyalty program can offer points for every game played or purchase made. These points can be redeemed for free games, discounts on drinks or exclusive access to special events."Example of use
Key points to remember
✔ Loyalty : Digital loyalty programs reward regular customers and encourage them to return.
✔ Customization : Offers and promotions can be tailored to customers' preferences, increasing their satisfaction.
✔ Data analysis : The information gathered enables us to better understand purchasing behavior and improve the customer experience.
Marketing campaigns: events, privatizations and parties
Digital tools make it easy to plan and manage events, from privatizations to theme evenings.
Use marketing campaigns to promote your events and special offers.
Personalized communications improve customer engagement and responsiveness. Use customer data to send relevant messages and tailored to individual preferences.
Thanks to emails and SMS text messaging, reach your target audience effectively and maximize participation in your themed evenings.
The benefits of marketing campaigns
✔ Resource optimization : Marketing campaigns are often more cost-effective than traditional communication methods, offering a better return on investment and a more efficient allocation of the marketing budget.
✔ Precise targeting : Marketing campaigns enable you to target specific segments of your customer base with personalized messages.
✔ Efficiency measurement Marketing campaigns offer highly detailed metrics for assessing the success of marketing actions. In addition to knowing the click-through or conversion rate of an e-mail, you get a concrete vision of the return on investment (ROI) of a campaign thanks to its connection to the loyalty program.
For example, if you send an e-mail invitation to a private event to your 300 contacts, you'll know that 180 came and what they consumed during the event.
"In an indoor climbing gym, it would be interesting to segment the database according to members' sporting level. This makes it possible to send personalized e-mails with training recommendations, nutritional advice and exclusive offers to keep members engaged. It's also possible to segment by frequency of visit and send a personalized message to customers who haven't visited the facility for more than [x] days. This ensures regular visits and reduces your unsubscribe rate."Example of use
Key points to remember
✔ Increased visibility : Digital marketing campaigns reach a wide audience and raise awareness of your events.
✔ Customer commitment: Regular, targeted communication strengthens the bond with your customers and encourages them to take part in your events.
✔ Return on investment : Well-designed campaigns can generate a significant return on investment by attracting more participants and increasing sales.
Digitalization offers a multitude of solutions to optimize the management of your leisure complexranging from control shelves at cashless systemsthrough QR Codes, loyalty programs and targeted marketing campaigns.
These tools don't just modernize your establishment; they enrich the customer experience, increase revenues and improve operational efficiency.
By integrating these solutions, you can not only meet your customers' expectations, but also stand out from the competition by offering differentiated, personalized services.
It's worth looking into, isn't it?
Digitizing leisure centers is much more than simply modernizing infrastructures: it's an essential transformation to meet the expectations of an increasingly connected and demanding clientele. By adopting digital solutions tailored to your specific needs, you can not only improve the customer experience, but also optimize your operations and increase your revenues.
Whether you choose to implement order pads to reduce waiting times and increase customer satisfaction, or cashless systems to simplify transactions and enhance security, each digital solution offers concrete benefits. Digitalized loyalty programs and personalized marketing campaigns enable you to engage your customers more effectively and increase their loyalty.
By integrating these tools, you create an environment where every visitor feels valued and every transaction is optimized.
That's how you can not only stay competitive in an ever-changing market, but also truly enrich the leisure experience for everyone who walks through your doors.
Ready to take the plunge?
Want to boost your income like our customer? Bowling Factory ? That's what we're here for!
Contact us now to discuss your specific needs and find out how our customized solutions can optimize your leisure complex for the long term!
