How it works - Cleverly integrating ticket scanning into the POS system
Part 2 of understanding visitor flows - How amusement parks use smart technology to optimise experience, efficiency and revenue
In the first part, we explained why visitor flow analysis is becoming increasingly important in amusement parks - and how scanning admission tickets at points of sale can provide valuable data on visitor movements.
In this second part, we now go one step further: We show how such a ticket scanning system can be implemented in the park's everyday operations from a technical and organisational perspective. This does not involve complex IT projects, but rather simple, practical measures that can be easily integrated into existing infrastructures - especially with modern POS systems.
After all, the key to success lies not in technology alone, but in the interaction between the system, processes and user acceptance.
What do you need for a functioning ticket scanning system?
Successful visitor tracking via ticket scanning at ticket offices or points of sale requires three key components:
- A modern POS system with a scanning function
- A uniform ticket format with a barcode or QR code
- A well-thought-out concept for incentives and communication with visitors
Let's take a closer look at these components.
1. POS systems with integrated scanning function
The most important technical requirement is a POS system that is capable of recognising and processing admission tickets and storing the relevant information. This means that every point of sale in the park - whether it's a snack stand, restaurant, merchandise shop or information point - must be able to scan tickets quickly and reliably.
ToucanTix POS, the POS system from the COMBASE Group, is ideally suited for this purpose. It supports barcode and QR code scanning at all cash registers and points of sale - both stationary and mobile. The scans are automatically recorded with a time stamp, location and purchase information and stored in a central database. The data is available in real time for evaluation.
Advantages of this approach:
- No additional hardware required - existing scanners can continue to be used
- Uniform system across all points of sale
- Full integration with merchandise management, reporting and CRM
- Modular expandability, e.g. to include voucher systems or mobile points of sale
It is important that all cash registers in the park are networked and synchronised with the central system. This allows all scans to be collected and evaluated centrally.
2. Standardised, scannable tickets
To ensure that the system works reliably, all admission tickets must be equipped with a unique code. This can be a barcode or a QR code - the main thing is that it is machine-readable.
Ideally, the codes should not contain any personal data, but only a ticket ID or transaction number that can be processed internally by the system. This ensures data protection and anonymous evaluation.
It is also important that all ticket types - day tickets, season passes, online tickets, mobile tickets - are compatible with the system. This is another area where ToucanTix comes into its own: All ticket types can be centrally managed and evaluated via the integrated ticket management system.
Uniform ticket formats are also important for the visitor experience: anyone who shows a digital ticket on their smartphone does not want to have to go through the hassle of printing it out or going to a special ticket office. Flexibility is crucial here.
3. Incentives for visitors - to encourage scanning
In order for the system to deliver the desired data, as many visitors as possible must have their tickets scanned at as many points of sale as possible. The most important factor for success is therefore motivation.
The following incentive models have proven successful in practice:
- Discounts on food or drinks upon presentation of the ticket (e.g. 5% off the menu)
- Bonus points or loyalty programmes where every scan earns points
- Instant wins or prize draws for visitors who have scanned multiple times
- Exclusive offers in shops that are only valid with a scanned ticket
The simpler and more transparent the benefit is communicated, the higher the acceptance. It works particularly well if the ticket is used for multiple purposes anyway - e.g. as an admission ticket, payment card or digital parking companion in the app.
The same applies here: even the best technical systems are useless if guests don't know what they offer. Clear communication in the park, on the website, in the shop and via staff is therefore crucial.
Integration into day-to-day business: tips for smooth implementation
Introducing a ticket scanning system is not a mammoth task - but it does require careful planning and communication.
Here are a few tried-and-tested measures from practice:
1. Train staff
Employees at ticket offices and sales points should understand why scanning is important - and how they can explain the added value to guests. A friendly ‘Please scan your ticket to receive a 5% discount on your order’ is often enough.
2. Use clear signage
Clear signs at the points of sale (‘Scan your ticket now and save’) help to attract visitors' attention.
3. Introduce a pilot phase
Start with a few points of sale and expand the system step by step. This allows processes to be tested and adjusted before the entire park is converted.
4. Manage systems centrally
Use a POS system that allows you to control and evaluate everything centrally. ToucanTix offers clear dashboards and individual evaluations that allow you to evaluate and compare data across the entire park.
What happens to the collected data?
The scans provide a wealth of information that can be used for a wide variety of evaluations:
- Time and place of purchase
- Type and value of products purchased
- Frequency of use of specific points of sale
- Frequency and sequence of ticket scans
- Length of stay in the park or in specific areas
This data forms the basis for operational decisions (e.g. personnel planning, product range) as well as for strategic issues (e.g. investment planning, location evaluation).
In the next article in this series, we will show you how you can gain concrete insights from this data - and how you can derive valuable areas for action from it.
Conclusion: Ticket scanning is simple, effective - and ready for everyday use
A modern ticket scanning system can be integrated into existing infrastructures with relatively little effort - especially if a powerful POS system such as ToucanTix is already in use. Good preparation, motivated staff and clear added value for visitors are important.
Amusement parks that start introducing it today will benefit twice over: they will be able to better understand their guests' behaviour - and respond to it. At the same time, they will lay the foundation for data-driven further development of their offerings.
In the next part, we will explain how you can gain actionable insights from the collected data - and how these can be translated into concrete operational measures.
