Semnox streamlines the future of self-service in leisure venues
by Tammie Richards
Digital management tools to interface with guest attendees’ smartphones have become industry standard for successful entertainment attractions operators around the globe, with the possible offerings expanding user support into a dozen- plus concentrations this past decade and a half. Disparate core systems have landed on the scene in this timeframe for guest e-ticketing, cashless ordering systems that automatically convert currencies, helpful reservation protocols that limit times standing in queue lines, interactive prize redemption kiosks, and a host of other self-servicing technologies to fine- tune one’s live entertainment experience.
In its ongoing mission to bring cost-effective, holistic solutions and quality service to their clients operating family entertainment centers, waterparks and theme parks, it was an intuitive step for the brains at Semnox to streamline these user systems into a single, cohesive package. For more details, we spoke to Semnox Business Head – Parks, Mr. Ashish K-S.
How did you get started? What inspired Semnox to deliver all-in-one technology systems for high value?
The history of Semnox started with a request for our founder, Iqbal, to help with software for an indoor gaming center in 2007. (Iqbal Mohammad is now Chairman, Semnox Solutions Private Limited.) At that time, all machines in these facilities were coin-operated and everything was very manual. Iqbal’s vision, even at that early stage, was to advance the most futuristic technology, identifying the use for an RFID contactless solution that would ultimately be adopted by all. Semnox pioneered with RFID even 15 years back, and our solutions continue to be competitive today.
From there, the natural progression was to develop ticketing solutions. We realized that if operators were to gain the full benefits, it had to be a single (source), venue-wide solution. There were so many piecemeal solutions at the time, and for each venue to support its own complex IT landscape was both costly and difficult to support for the management and operations teams. There was also an inherent lack of ownership of the various problems, with different systems in place and support teams involved.
That is why we built a system based on a variety of modules – to have a cohesive and complete platform that can do the basic functions necessary for operating a venue. And we quickly saw the benefits our clients were experiencing, and how very appreciative they were of our improvements, for their bottom line.
What makes Semnox solutions unique and competitive?
There are multiple factors that differentiate Semnox. The main factor is the completeness, in terms of the modules and functions our solution can provide, uniquely designed to cater to the unique needs of both indoor FECs and ticketed attractions. We provide both hardware and software solutions that can integrate well with the different functions of the venue – like doors and gates for access control, game readers for the arcade machines, and self-service kiosks to secure ticketing, rent lockers and reserve cabanas. Our solution is rounded out by our e-commerce suite. Clients can offer products, promotions, and reservations 24/7 and create their own QR codes that link back to these fully integrated revenue streams to incorporate in their own advertising or external opportunities.
There are multiple solutions such as the integrated mobile app, which we believe is a unique out-of-the-box feature. It can support easy interaction with the guests via push notifications for new offers and ensure guests have all their key information in hand. We also have the integrated web inventory module which supports F&B and Retail sales and back-office operations like creating interstore requisitions, purchase orders, receipts and multi-site stock control options.
Inventory also has advanced features such as recipe management, helping customers gain a very good control in the quantity and quality of food preparation and automated cost reporting.
How does combining multiple self-service technologies improve guest user experience? And for the team users?
Self-service tech allows guests to advance transactions as they like, at their convenience. Guests don’t have to stand in line, or be on call to get a rep, nor make instant decisions about what tickets to buy and what slots etc. Rather, they can select these options within a mobile app, go online to the venue’s website, or walk up to an onsite kiosk to manage their transactions: see where they’ve spent, what tickets are booked, what loyalty points they have available on their accounts, etc.
This support frees up guests’ time to enjoy themselves at the venue in the way they intended, resulting in a better experience and higher perceived value. Likewise, for the venue team, the approach reduces much of the guests’ dependency on them, giving them more time to do more productive work that can enhance the guest experience in other areas. All this naturally improves the overall guest experience.
What current trends have inspired new technology solutions from your team?
Our main focus is on the need for more and more self-service options, whether offered via online sales, through the app or at self-service kiosks. Also, we have seen a recent push for subscription offerings, which can equate to a sustained revenue for operators. We already offer these in-demand solutions, but we are strengthening them so every operation can be available to an attraction’s guests, directly eliminating the need for them to call on team members or stand in line anywhere.
Another feature we are working on currently is to help move away from physical tickets and into a place where you have pretty much everything else happening – on your phone. We already have the go-ahead on our Google wallet and are working to release an additional wallet solution. Once a customer buys their ticket, they can save it to their wallet and then use that wallet to smoothly tap and enter at the gates.
Did your offerings change in relation to the pandemic?
The pandemic made venues think more seriously about technology. Many saw the need to expand their investment in contactless technology and automation, and our team was working overtime to fulfill the sudden increase in demand. The good thing was that we were already ahead of the curve – we already had the technology platform and solutions to meet these needs, which made things a bit easier for us to manage.
How does an integrated Digital Waiver Management system help boost repeat visits?
In today’s digital world, nobody likes having to fill out paper forms each time they visit. It delays the time required for entry, automatically and directly impacting the customer experience. Plus, the effort of storing and managing these forms for the venue can be challenging. Customers and operators should not have to go through this.
But with the digital waiver, once all the form requirements are entered it is readily available every time and the data is able to automatically be verified at the point of sale (POS). It is available to be completed on any channel: online, kiosk, POS or handheld tablet, based on customers’ convenience, and then stored.
Operators can also set the waiver validity to cover a specific date or timeframe. With Semnox, an added advantage from some of the other digital waiver solutions is that our waivers are directly integrated within the transactions themselves. So, there is a proper check against the specific activity, to ensure the waiver signed and on file is validated for a particular booking.
Can you tell us about the new patent Semnox announced this past spring, and how it complements your other offerings?
Our latest patent for our RFID Tag Roaming Solution enhances not only the guest experience but the location operations team’s as well. Enabling account data to synchronize with a cloud database creates a secure environment for multi-store organizations to effectively manage and analyze their business. It allows for guests to seamlessly move from one venue to another without any lag or delay in their experience, which alleviates frustration for both guests and the on-site operations team. The way we built the Tag Roaming Solution also makes it scalable based on the client’s needs; useful to single locations with multiple in-house vendors, small-band stores, or corporations with hundreds of stores. With each enhancement to our system that we take on, we look to accelerate not only our system but operational functionality for our current clients, future clients, and the industry.
What potential future expansion modules can we expect in the future?
We believe our existing platform itself offers one of the most advanced and comprehensive catalog of features and functionalities available anywhere in the market. But we have always been driven by a need for relentless innovation and to make what we have created even better.
With the current work towards adding wallet functionality – where guests can add tickets to their Apple or Google wallets and then use them across the venue – we will eliminate the need for any physical tags. Similarly, we are also enhancing our F&B offering to incorporate online food ordering, POS scanning for order options, etc., so guests can plan out their whole day in advance or take advantage of self-service offerings onsite.
Our mobile App and POS system is also being completely re- imagined to newly make the UI a more modern experience that is cloud focused. In the longer term, we are also enhancing our digital waiver and maintenance modules with new best-of-class features, to best partner in our clients’ success.
Visit semnox.com. •
With 30+ years in events, brand marketing and entertainment experiences, Tammie first trained professionally as an actor and production stage manager at LACC Theatre Academy. Six Flags Show Operations led her into permitting and technical field production for movie premieres and publicity stunts. She recently served as Themed Entertainment Association’s Director of Events, producing their Thea Awards show galas, experiential design conferences, and IAAPA-week events annually from 2014-2021. Tammie is known by peers for her smile and witty humor, while balancing life with a happy hubby and mothering 3 sons (who all lean in for her peck on the cheek).
Visit www.pearsonrichards.com
