I am always on the lookout for new trends in the marketplace and recently I have been seeing technology that allows consumers to purchase an item with one click. The first place I saw this was on Amazon, with their new Dash buttons. I decided to order one that would allow me to purchase cat litter ( hey, with two cats we go through a lot of cat litter!) It arrived a few days later ($4.99 with a rebate on the first purchase) and the directions were fairly simple. The Dash is basically a wi-fi connected device so once you connect with your home wi-fi, you simply choose the specific item from a list of what you want to re-order. I placed the Dash button on the wall in our laundry room and pressed the button and waited…about 3 seconds before I received a notification on my phone that the order had been placed and would arrive on Wednesday. Wow! Fun to try, easy and impressive.
How easy or difficult is it for someone to order tickets for your attraction? Do they have to wade through several pages to find the place to order, or is it on your home page? Can they pay easily with a credit card or PayPal or do they have to set up an account with the dreaded password before they can even do that? Every step you add to the process makes a visitor less likely to pre- purchase tickets and commit to visiting.
Many trends, when they are new, can seem far-fetched. But soon they become more common and then before long the consumer expects them.
Here is another great example of a one click purchase. Domino’s new app will let you store your ‘favorite’ order and re-order it with one click. Delivered to your door without a phone call, a multiple step process on an app or website, every time.
What does your attraction need to do to be a part of this trend? Or are you already a trendsetter? Let me know.