MIDDLE EAST
Technology , data and DPR
Despite its size and scope , DPR is very much in its infancy . Machamer has already seized the opportunity to experiment with opening times and entertainment offerings , but the key is how the company can store and ultimately utilise the data captured through this process .
DPR employs Radio Frequency Identification ( RFID ) wristbands , mobile devices , smart kiosks and digital signage through a complete omnichannel customer interaction solution . This allows the team to collect the all-important data . A simple scan of the wristband captures the time , location and duration a visitor will spend at any given park .
Machamer also utilises an e-wallet system in which visitors can store up value on their tickets to use in shops and restaurants throughout the park as well as presenting DPR the opportunity to introduce offers and promotions .
When you think of a theme park anywhere in the world , fun and ( in most cases ) embarrassing photos taken while on a rollercoaster or ride is an image synonymous with the theme park experience . DPR ’ s image capture partner , Picsolve , is integrating its DigiPass technology with the Dubai Parks and Resorts ticketing system provided by VGS ( snAPP ). Visitors can have all photos taken of them loaded onto their ticket and be readily available at any shop within the resort .
“ You can put all the pieces of the puzzle together and generate a complete picture of any one visit ,” says Machamer .
THE DREAMWORKS ZONE IS SO BIG THAT
IT CAN FIT FIVE
A380 AEROPLANES INSIDE WING TO WING AND IS 22M HIGH AT ITS TALLEST POINT ONCE INSIDE
When it comes to data , is there any possibility of ‘ too much ’?
“ Sometimes yes , but at this stage it ’ s better to have more ,” Machamer answers . “ We have no history and a lot of assumptions have been made . Every day is a new day , so once we get that data only then we can start making educated decisions and be certain about our assumptions .”
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