Cashless — much more than a payment solution

Cashless — much more than a payment solution

Much more than a pay­ment solu­tion for your atten­dees, we have already pre­sent­ed what kind of man­age­ment tool cash­less sys­tems can be for an event plan­ner. Pay­ment is but a small part of the pos­si­ble uses that “cash­less” enables. Its main inter­est lays in build­ing a com­plete eco-sys­tem. Inte­grat­ing cash­less to your event required involve­ment of your entire organ­i­sa­tion. Dis­cov­er new areas to devel­op:

Control your access with NFC

Quite nat­u­ral­ly, access con­trol becomes the main devel­op­ment area of the NFC (Near Field Com­mu­ni­ca­tion) device after pay­ment. Access con­trol via NFC pro­vides vis­i­bil­i­ty in real time over access flow and fill­ing of the event. A tool high­ly appre­ci­at­ed by police and gov­ern­ment author­i­ties. For instance, it is now pos­si­ble to count entries and exits of 3‑day pass­es at fes­ti­vals, even to restrict them.

Anoth­er major asset — NFC con­trol sig­nif­i­cant­ly decreas­es the risk of wrist­band theft, con­sid­er­ing that each wrist­band must be paired with a valid tick­et to work. In 2017, thanks to this anti-fraud sys­tem, a wrist­band reselling organ­i­sa­tion for a nation­al fes­ti­val was iden­ti­fied.

But the main advan­tage is to set it up to con­trol back­stage access. Often a conun­drum, back­stage access at events are gen­er­al­ly reg­u­lat­ed by dif­fer­ent badges, stick­ers, arm­bands, fab­ric wrist­bands, tyvek wrist­bands, etc. It is not uncom­mon to encounter secu­ri­ty teams that are con­fused by this mul­ti­plic­i­ty of access titles…Furthermore, their design and prepa­ra­tion often requires sig­nif­i­cant logis­tics: print­ing thou­sands of badges, brief­ing agents door to door, etc. NFC makes it all sig­nif­i­cant­ly eas­i­er. Each staff mem­ber is hand­ed an NFC wrist­band con­tain­ing data to the areas they are autho­rised to access.

This sys­tem has many ben­e­fits:

  • Same wrist­band for every­one
  • Quick upgrade of access rights
  • Remote update of access rights
  • No brief­ing nec­es­sary for secu­ri­ty (the device makes the deci­sion)
  • Accu­rate stats on the num­ber of entries through each door

Manage your audiences

At an event, there are sev­er­al kinds of audi­ences: the gen­er­al pub­lic, VIPs and staff. Inter­est­ing­ly, the seg­ments that are hard­est to man­age are the small­est ones, i.e. VIPs and staff. Indeed, they often have spe­cial access, spe­cif­ic food from cater­ing, free­bies for drinks or mer­chan­dis­ing or even spe­cif­ic dis­counts; and their expec­ta­tions are even high­er. Before the intro­duc­tion of NFC, these ben­e­fits were man­aged with paper tick­ets or lists.

NFC means a con­sis­tent and con­ve­nient man­age­ment of these ben­e­fits. These seg­ments of the audi­ence can there­fore have access to cater­ing, free­bies and poten­tial dis­counts on one wrist­band. This sys­tem decreas­es col­lec­tion mis­takes due to mis­com­mu­ni­ca­tion. Indeed, when free­bies are man­aged with paper tick­ets, bar­tenders and food truck staff are some­times con­fused. With NFC, the ter­mi­nal does all the work. The same applies to cater­ing, mis­takes and risks of “fraud” are sig­nif­i­cant­ly reduced.

Sponsor awareness

Intro­duc­tion of an NFC device opens new pos­si­bil­i­ties in terms of brand aware­ness, and expands the type of offers you can make to spon­sors. The NFC wrist­band becomes a sort of uni­ver­sal pass­port to live rich expe­ri­ences with the even­t’s spon­sors.

This is a way for event man­agers to make the use of NFC devices manda­to­ry for brands wish­ing to inter­act with the audi­ence to offer a con­sis­tent expe­ri­ence. Thanks to this, the event plan­ner man­ages the use of the audi­ence’s data so as to pro­tect it and bet­ter inform them. This is also a way to mon­e­tise the NFC device by ask­ing brands to pay an access right to that data and its sys­tem. For spon­sors, this is also a sure way to mul­ti­ply con­tacts and to access reli­able data.

We have iden­ti­fied three types of brand aware­ness:

  • Online aware­ness: The cash­less sys­tem can include spot­lights on the spon­sors. It is pos­si­ble to add steps in the reg­is­tra­tion fun­nel to offer dis­counts on some items or offer the chance to win prizes. For instance, it is pos­si­ble to offer a dis­count to buy a soda for £1 direct­ly from the online inter­face. This ensures high vis­i­bil­i­ty for the spon­sor.
  • On-site aware­ness: More tra­di­tion­al, these aware­ness cam­paigns need a bit more design work. Con­nect­ed pho­to booth, social media check-in, lot­ter­ies, pos­si­ble aware­ness cam­paigns on-site are numer­ous. The con­cept is sim­ple, atten­dees swipe their wrist­band at the spon­sor’s booth to receive their pic­ture by e‑mail or take part in a lot­tery draw. In exchange, they agree to share their con­tact infor­ma­tion with the spon­sor.
  • Con­text aware­ness: Offer­ing many more options, this last type of aware­ness is very inter­est­ing! It is pos­si­ble to set up trig­gers — such as entrance scan, pur­chase of an item, a top-up — and man­age spe­cif­ic actions: allo­ca­tion of free­bies, prizes to pick-up, send­ing a text mes­sage, send­ing an email, etc. For instance, an audi­ence mem­ber enters the event site and gets their tick­et scanned, they receive a text mes­sage invit­ing them to down­load the mobile app. Or oth­er­wise, an attendee buys 2 beers, he wins one.

Want to know more about Cash­less? Down­load our free guide for event plan­ners:

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Within three years implementing cashless payment technology in more than 200 events and festivals, Weezevent has brought out 15 Key Statistics about cashless. This study will convince you that the cashless effect has just begun !

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