|
Key Result #1 Streamlined reporting, reconciliation, and refunds with ROLLER Payments. |
Key Result #2 Saving more than 200 staffing hours each year with online accounts. |
Key Result #3 Increased sales by customizing the checkout with ROLLER's API. |
The Challenge
Scenic World, a coal mine turned family-owned tourist attraction nestled in the Blue Mountains of Sydney, Australia, is approaching its 80th anniversary. With so many years of successful operation, it is no stranger to adapting its business to changing times.
As Head of IT, Sam Poucher has supported Scenic World through many updates and enhancements. Changing visitor requirements, ticket purchasing trends, and internal business systems and processes caused Scenic World’s previous venue management system to no longer fit the business’s needs.
"Before we used ROLLER, our ticketing system did not meet the needs of our visitors, their preferred purchasing paths, or our changing internal requirements."
Scenic World needed a system that was more flexible, enhanced the visitor and team member experience, and improved back-of-house process efficiencies.
The SolutionScenic World implemented ROLLER to streamline its operations and sell tickets online, which helped the company increase revenue and operational efficiency, and streamline the guest experience.
ROLLER Payments empowered Scenic World to accept international payments, streamline its refund process, and reduce fraud risk
Since adopting ROLLER Payments, Scenic World has experienced a notable uptick in online sales, especially during peak periods when demand is high. The modern, mobile-friendly checkout process, complete with Apple Pay and Google Pay, has made it easier for users to purchase tickets with their preferred payment method, which is particularly important given their high volume of overseas visitors.
ROLLER Payments helps us accept internationally recognized payments. Without ROLLER Payments, we wouldn't be able to offer the exceptional visitor service that we do.
Sam Poucher
Head of IT
With ROLLER’s fully integrated payment processing software, Scenic World eliminated the need for manual reconciliations and improved transaction security. The finance team now enjoys a seamless experience, with all transaction data integrated into one platform.
ROLLER’s built-in refund functionality replaced the outdated, paper-based refund process. Refunds can now be issued directly within the system, eliminating security concerns and reducing the time and effort required from the finance team.
ROLLER Payments let us have a single view of customers and their transaction history across all of our sales channels in-house and online.
Sam Poucher
Head of IT
ROLLER's API helps Scenic World tailor the entire guest experience and reduce midday congestion
Scenic World leverages ROLLER’s open, developer-friendly API to tailor the end-to-end guest experience and customize the platform to suit their needs They implemented dynamic variable pricing through ROLLER’s API to encourage visitors to book during off-peak hours. By offering lower prices for earlier sessions, Scenic World reduced the midday congestion between 11 AM and 2 PM, making operations smoother and improving the visitor experience.
We implemented variable pricing to encourage visitors to purchase tickets for off-peak times such as early morning. It's been perfect for managing on-site capacity.
Sam Poucher
Head of IT
The Results
With 83% of website traffic coming from mobile, online ticketing has been a game changer for Scenic World
Sam and the Scenic World team saw a trend in their Google Analytics data showing that an increasing number of website guests accessed their site using mobile devices. They knew having a mobile-friendly ticketing option was necessary to capture the mobile audience, which accounts for 83% of total monthly website traffic. ROLLER’s mobile-friendly online checkout, combined with dynamic pricing, has led to an increase in revenue for the venue.
We saw a jump in online sales when we introduced the calendar view... People can see when the prices are lower, and it encourages them to book earlier.
Sam Poucher
Head of IT
Scenic World uses online accounts to eliminate hundreds of emails and phone calls each week
With ROLLER, Scenic World guests can sign up for an online account to manage their own bookings, reducing the volume of phone and email inquiries from customers looking to reschedule their bookings. During peak holiday seasons, this has saved Scenic World significant time, allowing them to focus on more critical tasks. For venues like Scenic World, which handle around 100 booking inquiries per week—each taking at least two minutes to address—online accounts save over 200 hours of team members’ time annually by reducing the volume of incoming booking requests.
Increased revenue and operational efficiencies supported over 1 million visitors in the 2023-2024 season
Coming out of COVID, operational efficiencies were crucial to getting the business back on its feet. The seamless experience in ROLLER reduces barriers to online ticket purchasing which means a higher conversion rate of sales and lower acquisition cost with fewer abandoned carts and drop-offs through the purchase process. All this helped Scenic World rebound its visitor numbers to over 1 million in the 2023-24 season.
By enhancing online ticket sales, simplifying payments, and making operations more efficient, ROLLER has helped Scenic World improve both its bottom line and guest experience. As they continue to explore further API customization and system integrations, Scenic World is well-positioned for future growth and success.
To learn more about how ROLLER could help you reach your growth goals, book a chat.
About Scenic World
- Founded: 1945
- Location: New South Wales, Australia
- Number of locations: 1
- Venue Type: Visitor Attraction
- Website: https://www.scenicworld.com.au/
- Years Using ROLLER: 4
- Favorite Features
