The Genting Arena is a multipurpose indoor arena at the National Exhibition Centre near Birmingham, England. The venue, which has a capacity of 16,000 seats, was built as the seventh hall of the NEC complex.
Genting is a leading multinational corporation whose Resort World Birmingham project will be the first integrated destination leisure complex in the UK. Genting is driven by changing customer demand and part of its key mission centers around adopting new technology to achieve a competitive advantage.
Genting wanted to ensure that the customer experience of its venue, post arrival, was every bit as engaging and enjoyable as using its app and so turned to Rezcomm to deliver a seamless pre-book parking solution, that could be integrated into its existing application to offer customers an intuitive and smooth buying experience, with the added benefit of an ‘on-demand’ parking function, to enable visitors to purchase their parking session at the car park barrier via their mobile device.
Working with Genting on its Resort World Birmingham project, Rezcomm has taken pre-booking and car park reservations to the next level. The resulting Genting app delivers a wider range of services, facilitating both pre-booking and post-payment. This not only improves the customer experience, it also creates new ways to generate revenues.
Studies show that among 500 leading merchants, on average 42% of mobile sales are made through apps. Yet 70% of retailers lack an app or even a mobile site. This lack of forward thinking, even from high-street brands, is why Rezcomm is passionate about pushing the opportunities of e-commerce apps with companies that rely on pre-booking and reservation systems.
At Genting, the app has become a sales channel in its own right with products and pricing determined by the demographic of its users.
Pre-book can now be seen as a full e-commerce channel that enables the sale of any relevant product or service for the consumer through any platform or access point. Whether the consumer is using desktop, tablet, or mobile, they'll be able to access the pre-book system through a dedicated multichannel app.
This flexibility has enabled Genting to expand the Rezcomm functionality and address their changing customer demands. Working in close collaboration with many stakeholders has given Rezcomm the power to deliver an innovative solution that is developed in partnership with the client and not in suppliership.
With solutions like the Genting app, the range of products and consumer engagement methods are practically unlimited, positioning Rezcomm to transition from traditional pre-book to true e-commerce in the sectors that use parking as part of their overall services.
These new services combined with advanced e-commerce technology, and real-time business intelligence and analytics, enable the maximum reach and performance of modern reservation commerce.
Some of the advanced functions provided by the Genting app:
For maximum flexibility e-commerce and the associated payment methods have been added within the existing app so the user can pay either by credit or debit card, or through PayPal, Apple Pay, or Google Wallet
New pre-event functionality includes bulk uploading of a large number of predefined delegates for conferences and events, with normal occupancy levels observed when managing a large number of users so the car park can’t be oversubscribed or overbooked
Pre-book parking can be extended to post-pay on exit
Once the transaction is complete the ticket is placed in the app’s wallet, saved to the smartphone for immediate use, and sent via email – details of the event and venue are included
Post-event features include a post-pay service designed to enable customers to sit in their car and purchase their parking without queueing at a payment station. This improves the customer experience as well as the operational activity when the parking facility has a large number of spaces and peak demand during exiting
The team at Rezcomm are a joy to work with, offer a high level of support and are always very quick to respond.
Holly Harvey - E-Commerce and Digital Manager
Since Rezcomm technology has been utilised we have seen substantial year-on-year revenue growth.
Richard Gill - Head of Commercial
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