Generating secondary spend is an essential part of ensuring your attraction is a sustainable one. At The World of Beatrix Potter in the Lake District, we have developed a means of doing so that brings extra fun to the visitor experience for a family audience.
As we reach the end of the first year of operation of a new interactive photo system, we are pleased to report an average 30% increase on like-for-like sales from the previous year using an older system.
The photo system sits within Mr McGregor’s Potting Shed, giving visitors the chance for a photo opportunity with one of their favourite Beatrix Potter characters. After taking their photo, they can choose for it to be incorporated into a scene with Mrs Tiggywinkle, Peter Rabbit or Jemima Puddleduck and have their personalised photo printed on their choice of souvenir items.
The system replaces an older one from a different provider and gives the attraction the ability to monitor key performance indicators in order to improve the revenue generated. By understanding these factors, we can develop a detailed picture of activity and identify ways to improve conversion rates by increasing its use, improving the flow of visitors and eliminating bottlenecks.
It also allows us to spot seasonal trends and thus to test changes and improvements before the busier times, so optimising the use of the photo system throughout the year.
At nearly a year into the active management of the system for the client, we are looking ahead to develop plans for Year 2.
We are analysing the Year 1 data for any trends that will help improve the visitor experience and secondary spend levels. For example, if we find that some types of image are more popular than others that will allow the client to build on favourite themes.
We are also looking at the practicalities of the system to reduce maintenance requirements and further safeguard its excellent standards of reliability. We will be changing the flash systems to a fully wired rather than battery-operated system, hardwiring the network so that it is not dependent on a wireless network, and improving the behind-the-scene printing operation.
Such an interactive system is an ideal addition to any visitor attraction aimed at a family market where a personalised memento will be treasured and can contribute towards the secondary spend. It’s also important that it has minimum downtime which is why we ensure we work closely with the electrical, fit-out and theming teams to ensure the components are easy to remove and replace for ease of operation and maintenance.