Research Shows Safety and Convenience are Top Priorities for Fans
When fans venture out this fall to attend sporting and entertainment events, expectations will be higher than ever. Amplified by COVID-19, digitally savvy consumers have come to expect that venues will prioritize not only their safety but also offer them more convenience, flexibility, and control over how they engage while away from home. Venue operators will need to evaluate their tech strategy to ensure that it provides the integrated and personalized experience consumers crave if they want to keep them coming back.
Creating well designed customer journeys is just one piece of the equation. An integrated technology strategy brings the journeys to life, providing the options guest have come to expect, allowing venues to cater to consumer differences and generational buying behaviors, and execute flawlessly for maximum business impact. Here’s what the data tells us about consumer expectations both now, and in the future:
- 53% expect the preordering of food and drinks before arriving at the venue to be standard practice
- 52% said that they would buy more if they could order ahead; this is particularly popular with millennials, 60% of whom prefer this option
- 55% of families with kids under 12 want to schedule and pick up food or drinks orders before arriving at the venue
- 48% of millennials are happy to provide preferences in advance to receive relevant day-of offers.
Long lines have always been a pain point at entertainment venues; however, post-pandemic attendees are less likely to tolerate them. A recent Oracle Theme Park Trends survey highlights how consumer attitudes have shifted towards the desire to plan and manage their experience and optimize their time away from home. Nearly 60% of respondents said they would like to see digital mapping to avoid the venue's busiest places. At the same time, 54% of survey respondents want to plan their itinerary before heading out ahead to avoid the lines and bottlenecks.
In a related media release with Merlin Entertainments, Chief Technology Officer Lee Cowie articulates the need clearly, “Our guests are excited for feel-good experiences, but they want to feel safe and in control at the same time. For Merlin, the pre-planning technology we’re bringing in offers guests the ability to tailor and personalize their stay while allowing us to flex our business to allow for things like social distancing, staff support and food and beverage pre-ordering.”
As entertainment venues court consumers back into their outlets, they'll need to invest in innovative technologies that provide a seamless and enhanced experience. Self-service kiosks, in-seat, grab and go, and mobile ordering options all deliver a frictionless experience that prioritizes guest safety, maximizes convenience, and allows guests to spend less time waiting in line and more time experiencing the fun.
Fans don’t want to return to the old game day experience. The challenge for brands this year will be learning to adapt their current technology stack, while maintaining the game-day atmosphere their fans love. Oracle is meeting stadiums where they’re at to design custom solutions for this new era in sports.
Fans this fall will enter venues looking to businesses to pivot their operations, making events more convenient, enjoyable, and safe. Innovation during these times is paramount, and venues that invest in cloud technologies that cater to these needs will prevail.
Access the complete results of the Oracle Sports and Entertainment Consumer Trends and Oracle Theme Park Trends Survey for more statistics.