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GUEST OPINION How m-ticketing can aid the seasonal rush 

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With the chaos of the Christmas rush fast upon us, this year more than ever, consumers, retailers and transport operators are heavily dependent upon technology to ease some of the seasonal strains. Ashley Murdoch, CEO of Corethree, outlines how mobile ticketing can help everyone

There has been a distinct rise in digital developments within the retail space to both cope with the rush and still encourage more consumers through the doors, however this year, it is mobile ticketing technology that will be the true saviour for today’s increasingly instantaneous society.

In an increasingly paperless world, mobile ticketing apps (m-tickets) are a great example of making use of multiple data points. Not only do they provide more ease and control of purchase for the customer, but also a valuable opportunity for the brand to glean vital information on the behaviour patterns of their customer base. This then allows the brand to vastly improve the services that they provide, to make it even more compelling for the customer.

We’re all familiar with the idea of big data, perhaps whether we know it or not. Online shopping giants such as eBay and Amazon might send you an email on your birthday, but it’s data around your shopping habits, online searches, movement and sociological traits that they’re also privy to and utilise, sometimes without our awareness.

Google searches lead to uncannily specific adverts in Facebook newsfeeds – a prime example of how businesses can utilise the data from mobile ticketing to predict future purchases and tailor their offers and products for particular audiences.

Transport operators are one of the first to feel to pressure around the holiday season, yet by harnessing the gargantuan amounts of data through integrating with a mobile ticketing app, the businesses can mitigate congestion during busier times.

The information, for example, from a consumer who uses a specific train journey daily gives the vendor the capability to harness this behaviour by offering a free hot chocolate, discount on gifting lines or even a voucher code for a haircut.

Not only does this approach build a personalised relationship between business and consumer, but by using the model from m-ticketing apps, retailers increase their visibility and value to their customer base.

Retailers now have the ability to influence consumer behaviour patterns in a mutually positive and beneficial fashion by understanding where they shop and travel.

Aside from the plethora of benefits in terms of smoother journeys and tailored incentives, operators can provide their customers with the security of all their tickets and tender kept on one mobile platform, eliminating the need to pull out wallets, cash and cards when travelling from a quiet or darkened station. At a time when security is considered a top priority when travelling, operators can provide their customers with additional peace of mind, knowing that their ‘wallet’ can exist on a slim device in their back pocket.

With the festive strains on businesses growing year on year, now is certainly the time for retailers and transport operators alike to strike while the iron is hot in the m-ticketing industry to aid congestion, encourage consumers through doors and ultimately sustain their customer loyalty.

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