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 Heineken, he wins one.

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

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