» IAAPA» 2008» E-COMMERCE ESSENTIALS FOR FEC'S E-commerce Essentials for FEC's. E-Commerce Essentials for Family Entertainment Centers

(1)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S

E-commerce Essentials for FEC's

E-Commerce Essentials for Family Entertainment Centers

Katie R. Bruno, PhD

Website Design & Development, Ltd.

http://presentations.wddonline.com http://www.wddonline.com Disclaimer FEC Clients http://www.fun-center.com http://www.boondocksfuncenter.com http://www.swings-n-things.com

http://www.funopolis.com (launching mid November 2008) http://www.perryscave.com

12/31/2008 http://presentations.wddonline.com/public/iaapa/2008/index.cfm?current_root=108

(2)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » THIRD PARTY ONLINE EVENT REGISTRATION SYSTEMS

Third Party Online Event Registration (Disclaimer)

Vendor Cost _Model Implementation Credit _Card Hosting Capacity _Control Resource _Scheduling

Integrate with your POS?

Reporting Email _Marketing Core Convergence PartyWirks Flat Annual Fee based on location's needs. Collaborative Effort. Fill in the box. Not techical. Custom for creator. Your online credit card account. Capture and Hold. They

Host. Yes No No. Many.

Export

addresses to Excel. In developmeent.

PartyCenter Setup. Monthly Fee.

Has interface. They walk you through 24/7 tech support. Or they will skin for you for a fee. Your online credit card account. They

(3)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » ONLINE EVENT RESERVATIONS THROUGH YOUR POS

Online Event Registration Through Your POS Vendor (Disclaimer)

POS Vendor Online Event _Registration Costs Impementation Help Hosting

Black Inc.

Gatekeeper Yes No Work with your website provider. You host, webserver.

Core Cashless Yes Yes You fill out a form they do it for you. They host.

Embed Yes. New. N/A You fill out a form they do it for you. They host.

Frontline Yes Yes You fill out a form they do it for you. They host.

Gatemaster Yes Extra _Cost Work with your website provider. You host, _webserver. Ideal Yes Yes Work with your website provider to configure pages _{on POS server.} You host, POS _server

Pathfinder Yes Yes Yes They host.

Party Center

Software Yes No Yes They host.

(4)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » THIRD PARTY ONLINE CONSIGNMENT SOLUTIONS

Third Party Online Consignment (Disclaimer)

Vendor Costs _Model Intranet/Access _Code Contract _Length Impementation _Model Onsite Hardware Needed?

Credit Cart

Processing Email Marketing Hosting

Click-n-Print No setup fees. Per ticket service fee.

Both. None. None.

Provided by vendor, you need is a high speed Internet connection. Theirs and they pay you. Yes. They host. Tix No setup fees. Per ticket service fee.

None. Theirs or _yours. Worksheet and send graphics. They do it all.

Their or

yours. They host.

Convergence Interactive Ticketing Setup, Annual fee waved based on sales, per ticket fee.

Both 2 year Worksheet plus backend adminisntration. You provide barcode reader with workstation and connection to the Internet. Sent to your account nightly. No. They host. Core

(5)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » ONLINE CONSIGMENT THROUGH YOUR POS

Online Consigment Through Your POS System (Disclaimer)

POS Vendor Online Group _{Sales Consigment} Email _Marketing Costs Impementation Help Credit Cart _Processing Hosting Black Inc.

Gatekeeper Yes Yes No Work with your website provider. Your merchant account. You host, webserver.

Core Yes No Depends Yes Same as Regular _{Ticket sales.} They host.

Embed No. No N/A N/A N/A N/A

Frontline Online coupon with _{access code.} No. Part of online _ticketing. Same as online ticketing. _{They set it up for you.} Your merchant _account. They host. Gatemaster Yes Extra Cost Yes Work with your website _provider. Your merchant _account. You host, _webserver.

Ideal No N/A N/A N/A N/A N/A

Pathfinder No N/A N/A N/A N/A N/A

Party Center

Software No N/A N/A N/A N/A N/A

(6)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » THIRD PARTY ONLINE TICKETING SOLUTIONS

Third Party Online Ticketing Solutions (Disclaimer) Online

Ticketing Vendor

FEC

appropriate Costs Model Contract Length Impementation Model Onsite Hardware Needed?

Credit Cart

Processing Hosting Click-n-Print Yes No setup

fees. Per ticket service fee. None. Multiyear contract will lock in rate.

Worksheet and send graphics and they do it all.

Provided by vendor, all you need is a high speed Internet connection. Through theirs. Multiple payment choices. They host. Tix Yes (Somewhat event oriented) No setup fees. Per ticket service fee.

None. Worksheet and send graphics and they do it all.

Computer with Internet

connection.

Theirs or

yours. They host.

Convergent Yes Worksheet and send

graphics and they do it all.

They host. Interactive

Ticketing Yes Setup, Annual fee waved based on sales, per ticket charge

2 year. Ticket Worksheet and send graphics and they set it up. During testing you have back end admin to make changes.

You provide. Barcode reader, workstation with connection to the Internet. Batch sent to

yours nightly. They host.

Admit One

Products Yes Multiple options. Multiple options. They request information and artwork and they set it up.

They provide. Theirs or

yours. They host.

Core Yes Worksheet and send

graphics and they do it all.

You provide. They can sell NCR products.

They host.

(7)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » ONLINE TICKETING THROUGH YOUR POS

Online Ticketing Through Your POS (Disclaimer)

POS Vendor Online _Ticketing Extra _Costs Impementation Help Credit Cart _Processing Hosting Black Inc.

Gatekeeper Yes No Work with your website provider/designer. Your merchant account. You host, webserver.

Core Yes Yes Yes Your merchant _account. They host.

Embed Yes No Work with your website _{provider/designer.} Your merchant _account. You host, _webserver.

Frontline Yes Yes Yes Your merchant _account. They host.

Gatemaster Yes Yes Work with your website _{provider/designer.} Your merchant _account. You host, _webserver.

Ideal No N/A N/A N/A N/A

Intercard No N/A N/A N/A N/A

Pathfinder Yes Yes Yes Your merchant _account. They host.

Party Center

Software Yes Yes Your merchant account. They host.

(8)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » NEVER, NEVER, NEVER

Lose your merchant account and set yourself up for liability issues (PCI Compliance)

z PCI means "Payment Card Industry"

Data Security Standard

z Taking personal and credit card

information without an SSL

z Storing three digit "Security Codes" from

the back of the credit card

z Emailing payment and credit card

information.

z Printing out online transactions and

processing

them through a traditional on-site terminal

(9)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » HOW ONLINE PARTY RESERVATIONS WORK

How Online Party Reservations Can Work

z You input parameters that will be available to the Guest such as: Available Packages and Costs

Maximum and Minimum Group Sizes Room Sizes

Time Slots Add Ons

z Guest selects Party Parameters and is given total (Room

is held.)

z Guest inputs payment information. z Guest receives order confirmation

z You are sent notification of a new order via email z You login to an online interface to confirm the order.

(Room is confirmed.)

z Guest receives room confirmation email.

z You contact Guest before the Event for any other

information, to create the relationship, and confirm

expectations.

z Guest brings confirmation information the day of the Event

(10)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » PARTIES AND EVENTS

Parties and Events

z This is where the money is.

z Consumers are using it.

z Competitors are strong (i.e. CEC)

z Any event that is “Planned

Ahead” is a good candidate for online sales

z Large transaction amount

mitigates payment fees

z Diversity of solutions available

(11)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » HOW ONLINE CONSIGMENT WORKS

How Online Consignment Works

z Point of Entry for Employee

Secure link off internal website of Client Company (Company

Intranet)

z Program determines "Company" based on IP address of

originating computer.

Access code from public website of your facility (Public Internet) z Each "Company" has a unique Access Code

z Employee purchases tickets online using the same process as regular

online ticket sales but with discount pricing

z Ability for you to set up different client "Companies" or Fundraising Groups with different tickets and pricing structures

z Ability to generate Reports on ticket sales

z No "Loss"

(12)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » GROUP SALES

Group Sales (Consignment & Fundraisers)

z Large "Events" still need the personal touch z Best for Consignment and Fundraising z Customer Resistance

z Employee and

Consumer friendly

z Lower investment to

add new customer

z Immediate Money Flow z Lower cost/customer z No cash tracking z Keeping your Human

Resources person Engaged

Plan a campaign

z MUST Continue to Market and engage

employers and employees (Flyers, email, etc.)

(13)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » SECURITY AND SSL'S

What is SSL?

z SSL stands for "Secure Socket

Layer" , "https://"

z This is how the computers

recognize other computers for secure encoded transactions

z Secure Certificates can be

purchased from a number of vendors including: Network Solutions Verisign GeoTrust Thawte 12/31/2008 http://presentations.wddonline.com/public/iaapa/2008/index.cfm?current_root=154

(14)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » PAYMENT GATEWAYS

What is a Payment Gateway?

z It is a virtual terminal that directs the online transaction

z Your bank will let you know what Payment Gateways they support z Your Ticketing software will let you know what Payment Gateways they

support

z Common Payment Gateways include: Authorize.Net

PayPal PayFlow Pro (Formerly Verisign PayFlow Pro) CyberSource

LinkPoint SkipJack

z Payment Gateways will charge fees in addition to your regular merchant

credit card account fees that may include:

Setup

Monthly Fee

Per transaction Fee

z Payment Gateways will have an "online terminal" that you can access via the

(15)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » HOW ONLINE TICKETS WORK

How Online Tickets Sales Can Work

z Consumer selects ticket types and amounts online z Consumer is shown total

z Consumer inputs payment information and submits order z Online payment process:

Ticket Application sends credit card and transaction information to

Payment Gateway

Payment Gateway contacts consumers account to approve or reject the

transaction and reserve the purchase amount

Consumers account sends approval or rejection to Gateway Gateway sends message to ticketing software

z Approval message recieved by ticket program z Order Summary given to consumer

z Print at Home tickets after transaction or from link in email z Print at Home

Consumer brings Print at Home Tickets to your location

You scan with bar code scanner and ticket becomes invalid for further

use.

(16)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » SELLING TICKETS

Tickets

z Depends upon your location type and audience How far ahead do people look for and plan to go to

your location?

z The farther away you pull from the more success

you will see

z Urban vs. Rural

z Neighborhood vs. Regional

z The best kind of tickets to sell online Special Events Packages Gift Certificates Passes

(17)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » WHY SELL ONLINE

Why Sell Online?

z 24/7 convenience

z Decisions are made online z Capture decision

z Collect Information to tailor guest

incentive programs

z Your competitors are doing it z Easy to track effectiveness

(18)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » DISCLAIMER

Disclaimer

The specifications and capabilities of vendors described in this presentation are, to the best of my knowledge, true and accurate as of the date of this presentation. They were compiled by me using a variety of means including: Personal experience, Internet research as well as direct conversations and correspondence with vendor representatives. If you notice an error or omission please contact me at [email protected] and I will update the information as appropriate.

Recommendations and Opinions presented are purely my own based on my experience, research, and correspondence with: users, vendors, and clients.

(19)

» IAAPA » 2008 » E-COMMERCE ESSENTIALS FOR FEC'S » QUESTIONS TO ASK VENDORS

Questions to Ask Vendors

z Ask All Software Vendors

Where is the online application hosted? My web server? Vendor’s web server?

What is the implementation procedure? Do I need any technical expertise on my end? Is there an extra charge for the service if we own your POS software?

What is the Payment Model for your service? One time? Ongoing? Transaction Based? Do I need an SSL? If so, who will purchase? Install?

What Payment Gateways does your software support?

If my bank does not offer an Internet merchant account can you help me get one? z Ask Your Bank

Can I use my current merchant account to accept online transactions? If not can I set one up through you?

What Payment Gateways does my bank prefer? z Ask Ticketing Software Vendor

Print@home and/or Will Call available?

Who provides the onsite hardware for scanning the tickets? z Ask Group Consignment Software Vendor

Does your system support both IP identification and access codes? How is the Consignment screen branded to my customer’s company?

Does your system include email marketing to my customer’s consignment managers? z Ask Event Software Vendor

How many packages can I offer and how are they configured? How are package offerings updated?

Are add -ons available? How are they updated?

Do you have options for chaperones or complimentary guests? Can a party split guests between packages?

Is there reliable capacity control?

Can I combine party rooms for large groups?