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Merlin Entertainments looks to seamless payments to transform customer experience globally

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LEGOLAND, Sea Life, Madame Tussauds and many other global attractions are set to get shorter queues and a cross device experience as Merlin Entertainments consolidates all its payments services for 130 attractions in 25 countries on to a single platform.

Adopting Adyen’s single payments platform is designed to support Merlin Entertainments’ future global expansion by transforming payments from a bottleneck into a seamless process that improves the experience for its customers while driving conversion rates, says the company.

Adyen will process payments across all services under Merlin Enterprises, ranging from quick service restaurants, hotels and accommodation, retail, annual memberships, wearables and ticketing.

“Given the nature of our business, our brands span across hospitality, restaurants, hotels and theme parks. Adyen’s platform will consolidate our various payment solutions under a single platform across our entire global business. Merlin sees significant opportunity from the increasing importance of digital and technology, allowing for enhanced guest experiences,” explains Mark Allsop, Chief Digital Marketing and Information Officer at Merlin Entertainments. “With Adyen accepting transactions from all channels, whether that be ecommerce, mobile, Point of Sale (POS), kiosk or wearables, our guests get shorter wait times, faster entry to attractions and convenient payments with a simple tap or swipe. The new payment solutions form part of our wider strategy to improve loyalty, drive revenue and continue to deliver high guest satisfaction across our resorts”

Customer experience is the central focus for Merlin’s guests. Payments can form a big part of that overall experience, reducing wait times for food, faster admissions to attractions and a range of payment alternatives to suit foreign tourists. Adyen’s global payment platform also helps the company achieve its growth objectives within its existing portfolio, and to support the roll out of new attractions and accommodation around the world.

“Merlin Entertainments saw 67 million visitors across its diverse portfolio of attractions last year. The likes of wearable technology and tokenisation are the next step in customer experience and seamless payments and Merlin Entertainments is at the forefront of this deployment across hundreds of different locations” adds Roelant Prins, CCO of Adyen. “Merlin can now take full control of its payments architecture across all channels, simplifying a complex challenge faced by many merchants today.”

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