With the easing of the COVID-19 pandemic, attendance at Wonderla theme parks has reached new heights, leaving Wonderla Holidays Ltd. headquartered in Bengaluru on the crossroads.
The corporate, listed on each the Nationwide Inventory Change and the Bombay Inventory Change, operates three amusement parks in Kochi, Bengaluru and Hyderabad, which have been arrange in 2000, 2005 and 2016 respectively, and plans to open two extra amusement parks within the close to future, in Chennai and Bhubaneswar. However outdated processes are holding the corporate again in two necessary areas: operational effectivity and buyer expertise (CX).
“One of the crucial necessary parameters for the graceful and profitable operation of an amusement park is crowd administration and offering higher utilization of sights and services with correct time administration of friends. Nevertheless, at Wonderla, guests and managers lacked crowd visibility at different sights and services, leading to friends spending extra time queuing, which adversely affected their expertise,” says Arun Ok. Chittilapilli, Managing Director, Wonderla Holidays.
“If we are able to present real-time details about the occupancy of various areas, land sights, water sights, swimming pools, eating places and altering rooms, it should assist friends determine their route to maximise their enjoyment within the park.” Shows with higher and extra well timed communication with friends about experience availability and estimated queue time for every experience would significantly enhance CX,” he says.
Within the absence of details about visitor information, not solely the rides, however different elements of the theme park have been additionally affected. A number of paper strips have been used to mark pictures and movies taken. There was no approach to discover the friends’ lacking objects. As well as, advertising and marketing, meals and beverage (F&B) and retail groups have been lacking out on large monetization alternatives.
“To beat all these hurdles, digital was the one means ahead,” says Arun.
RFID wonders by Wonderband
To enhance buyer engagement and expertise by extending personalised visitor choices, Wonderla Holidays determined to make use of RFID know-how within the type of a wearable strap referred to as the Wonderband. The band should be offered to all friends as a sound entry ticket.
With the pandemic subsiding, home tourism noticed a pointy rise, serving to Wonderla Holidays report its highest quarterly go to of 1.1 million in Q1FY23. Bangalore Park recorded 4.23 lakh steps, Hyderabad Park recorded 3.47 lakh steps and Kochi Park recorded 3.48 lakh steps.
“The gang would get to know every visitor’s style in using, most well-liked routes, fondness for meals and penchant for merchandise whereas on the park. Primarily based on the real-time data generated from this information, we are able to increase our personalised companies,” says Ajikrishnan AG, VP Engineering and IT at Wonderla Holidays. “They will take pleasure in land and water rides, use the lockers and make funds at eating places and retailers utilizing the strip. Photographs and movies taken at numerous sights and areas might be linked to this feed and so they can later buy at their comfort.”
The crucial a part of the design is to have two totally different frequency RFID chipsets aligned in such a means that the strip operates with a excessive learn vary. A number of RFID mixtures have been tried to acquire the most effective protection. Because the effectiveness of RFID is inversely proportional to the contact with the physique, the design and growth of the matrix is completed in such a means that the floor contact with the physique could be very restricted.
“One of many RFID chipset frequencies will assist us with all funds and locker operations and the second RFID chipset frequency will assist us with buyer monitoring. We anticipate every lane to ship about 3,000 to five,000 pulses per millisecond,” says Ajikrishnan.
One pulse sends 150 bytes of knowledge. So every lane can ship from 500 KB to 750 KB of knowledge. To deal with the massive quantity of knowledge thus generated, the corporate is within the technique of implementing an information lake, information warehouse and real-time analytics instruments in a hybrid mannequin. All data from the tape can be despatched to the cloud for analytics to work on, whereas the infrastructure to course of all money transactions can be positioned on-site.
The venture, anticipated to value US$400,000, can be initially piloted on the Bangalore theme park in 2023.
One lane offers a number of enterprise advantages
Wonderband will grow to be one band for utilizing tickets, wallets, lockers and rides. The info captured by it and processed within the back-end will present priceless actionable data for the corporate.
“Guide information logging to grasp visitor journey cycles and utilization can be overcome through the use of lane entry and exit monitoring on every journey. Additionally, experience utilization primarily based on gender, grownup or baby and many others. can be out there. We will observe visitor experience preferences reminiscent of excessive pleasure, household and children, together with the variety of rides utilized by the visitor, in addition to details about peak hours and idle time for rides and services,” says Arun.
The digital queue reservation for rides might be validated with the band by a cell app. A number of paper strips used to mark the captured picture and video might be linked to 1 strip. Misplaced and located monitoring can be enhanced primarily based on visitor itineraries.
“As well as, the advertising and marketing, F&B and retail crew can enhance their operations by creating personas for extra optimized media spend and partnerships. There are implications for proximity-based advertising and marketing, as we are able to verify probably routes and play with messages primarily based on time of day and use instances. ADMP [all day meal plan] the reservation might be mapped to the group and recognized from the restaurant kiosk,” he says.
Wonderla Holidays expects spend per particular person to enhance as soon as the Wonderband is operational attributable to higher service and extra digital transactions by the band as a substitute of money funds. Additionally, friends can be much less more likely to face cell community points for UPI and card transactions.
“We anticipate extra attendance per yr of roughly 5% of annual attendance, in addition to a further 5% in gross sales per head. Along with saving on ticket paper printing, there isn’t a waste era as it’s a reusable tape, making it an eco-friendly initiative,” provides Arun.
The venture is anticipated to be operational within the subsequent 5 to 6 months. The corporate will verify if there are any teething points on the Bengaluru park earlier than rolling out the answer to all its theme parks.
The venture just lately obtained a 2022 US CIO 100 Award, which acknowledges excellence in know-how innovation.