Fårup Sommerland takes the customer journey to new heights with a digital effort that will improve the overall customer experience and increase the amusement park’s commercial opportunities. This is done in close collaboration with Venue Manager and their sister company Combine and has resulted in several concrete solutions including a web shop, a new app, and a tool for displaying queue times at all rides.
With a desire to transform the digital customer journey from start to finish, one of the country’s largest amusement parks, Fårup Sommerland, has entered a close collaboration with Venue Manager and its sister company Combine. This has resulted in several new initiatives to improve guests’ overall customer experience and facilitate administrative processes at the amusement park:
“It is no secret that a digital focus is a necessity if you want to run a business today, let alone in the future. In recent years, Fårup Sommerland has undergone a comprehensive digital transformation, which we try to think into the parts of the business that make sense for our guests. It’s a demanding process, but we see it as a solid investment in creating a better experience for our guests”
– Rasmus Mortensen, Marketing Manager at Fårup Sommerland.
“Today we have a digital solution that supports sales, booking, information, and efficient service – and which is fully reliable. It gives us a lot of benefits, makes us more agile, and saves us administrative resources that we can use elsewhere”
– Rasmus Mortensen, Marketing Manager at Fårup Sommerland
The collaboration with Venue Manager and Combine has, among other things, led to a new web shop, where it is possible to buy season tickets, gift cards, and several different ticket types. Via an interactive calendar, it’s possible to see opening days and times in connection with the purchase of the desired ticket types, and in addition, guests can easily and quickly upgrade their entrance ticket to a 2-day ticket or a season pass.
As part of the good customer experience, Fårup Sommerland can also offer guests an app where they can buy and store digital tickets and season passes, among other things. It also allows guests to plan their way through the park using a map and information about the various rides and their queue times. The app also makes it possible to display digital season passes on several profiles, so grandparents can take all their grandchildren to the park without having to worry about keeping track of physical season passes.
“We have succeeded in creating a well-thought out and coherent customer experience across ticket sales, hotel booking, and the website’s other content. This presents the data of various underlying systems in a user-friendly way, while also creating new business models and services for the users”
– Jakob Mortensen, CEO of Venue Manager.
Although Fårup Sommerland welcomes guests into the park for a large part of the year, the high season is limited to a few weeks. Therefore, system reliability is also quite crucial:
“Our high season is limited to a few weeks during the summer, and if the systems do not work optimally during the four weeks when we are most busy, then we are really in trouble. Therefore, reliability is absolutely crucial for us and not least for the guests’ customer experience – here the solutions have proved their worth”
– Rasmus Mortensen, Marketing Manager at Fårup Sommerland
Several new features are still on the way. The success criteria are digital solutions that support the need for information, online service, sales, and booking – and which help give guests the best possible experience before, during, and after their visit to the amusement park.
The complex has been
made simple and efficient
Sales, booking, information
and service in one place
Coherent flow
– before, during, and after a visit
Venue Manager’s CMP is the basic ticket system behind Fårup Sommerland’s webshop. The shop is made in collaboration with Fårup Sommerland, so it meets their wishes and needs in terms of appearance and function.
The mobile application is used to get an overview of closing times of the rides and the park itself, buy tickets or season tickets which will be in a wallet in the app after purchase, so guests can quickly get through the entrance.
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