Lengthening queues at bingo club booksales areas have prompted content creation specialist Kaleidovision to develop a new “infotainment” system to replace old, paper-based points of sale.

Bingo

CONTENT creation specialist Kaleidovision has enjoyed a long relationship with the Gala Group, first through its casino operations and now with its large bingo estate.

The growing popularity of the bingo experience has brought its own problems, as customers become confronted with an ever-increasing set of products for purchase, so the booksales areas of the clubs, where all communication was paper-based, were experiencing long queues of customers.

This, said Gala Bingo’s marketing director, Andy Goram, was becoming a problem.

“By introducing our ‘price smash’ initiative we had given customers more choice, but made the pricing more complicated, resulting in dissatisfaction at purchase point with queuing times,” he said. “We realised we needed a queue-busting metric and asked Kaleidovision whether they could bring our 2D static pricing to life so that people could make an easy, informed decision - enabling the purchase of either paper or electronic bingo. This, along with a new self service area had created the need for a new bingo buying journey.”

Kaleidovision was tasked with providing the solution in the form of an elegant, easily updatable three screen “infotainment” system to replace the old paper point of sale, as 11 of Gala Bingo’s key units (including flagship Genesis-styled venues) from the 137-unit estate, were earmarked for upgrade. The screens were intended to guide customers to the appropriate queue, depending on their preferred purchase type. Via Kaleidovision’s Content Management System, these units now have the ability to set and change their own prices locally, through up to 15 different sessions per week.

The system differs from most retail digital screen setups, where pricing is funnels down centrally rather than at site level. Whereas most signage stays the same all week, this is designed to present a dynamic process in which standard brand templates and central pricing are seamlessly presented alongside locally-selected pricing.

Read the full article in the November issue of InterGame