Dairyland Farm Park, introducing Ticketing – A Case Study
At Dairyland Farm Park, they needed a ticketing solution to integrate wholly with the ICRTouch Ecosystem.
During 2020 we were approached by Roger Mcardell to provide a solution that would enable them to sell food and drinks to customers at a drive-in cinema, operating as a diversification of their regular farm park business, which was closed because of government restrictions. We set them up with a single till running ICRTouch’s Touchpoint, which allowed them to receive and print online orders placed on TouchTakeaway, enabling a contact-free, safe, and efficient delivery. Orders of drinks, hot meals, snacks, and ice creams had to be prepared and delivered quickly to customers’ vehicles during the movie.
“When we took over Dairyland we inherited a challenge with POS, tills and no online ticket sales. Other than a basic website there was no e-commerce or integrated till system. Our bank recommended a new system and quite quickly we discovered it was not fit for purpose.
This became all too apparent during the Covid lockdowns. The main park had to be closed so we decided to run a drive-in cinema with socially distanced entertainment. A key requirement in establishing this activity was online food ordering where customers would select and pay for their food via an app and it would then be delivered to their car. Our then POS provider, had no online capability available at that time, so we had to find a replacement urgently.
A main requirement was for a local company who could work with us and provide on-site support if required. After some research we discovered Cornish EPOS. We discussed with them the immediate requirement of the Drive-In, and also our future requirement for tills in the restaurant and shop, plus online ticketing.
The first stage was the drive-in. For this an online menu system was deployed with printers in various locations in the kitchen and servery areas. Once the menu was decided, everything went online, and we were up and running. We were pleasantly surprised by the backend management platform which allowed complete control over what we sold and what time it was available. For the first time we could run reports on sales which helped with ordering and planning. Over the course of the summer, it worked flawlessly and did everything we needed.”
Roger Mcardell and Tony Leedham – Directors, Dairyland Farm Park
“…when the Touch Office ticketing system was finally launched we were first in line to sign up.”
When it became possible to reopen the Farm Park, we installed terminals running TouchPoint across all retail and hospitality areas of the site, providing eight Aures Sangos, with other terminals running another ticketing solution on the entrance (until the release of ICRTouch’s new Ticketing solution which was then quickly adopted to give a single pane for all till reports and programming).
During past ‘Scaryland’ and Christmas events Dairyland has used screens running CollectionPoint with custom branding and animated backgrounds created by our team to inform customers when their orders are ready in the café areas. These designs earnt us the iTouchie for Best Digital Display Design in 2022. With the release of ICRTouch’s Ticketing software, we added customer-facing displays to all terminals selling tickets to capture customer photos and advertise upcoming events and activities within the park. Before next season this will be expanded to all customer-facing terminals.
Efficiently trading using terminals we had installed with the ICRTouch software suite, a regular frustration we discussed was the complexity, cost and lack of support provided with Dairyland’s previous ticketing solution.
Ticket troubles
We got to 2021 and started to plan the reopening of the park. Having experienced the new system and the pro-active and supportive way Cornish EPOS & IT Services worked, we decided to approach them and discuss our complete POS systems and online ticketing.
Although online ticket sales was more pressing than ever because Covid rules restricted the numbers allowed in the park, unfortunately this wasn’t available in Touch Office. So the decision was made to use Cornish EPOS & IT Services for tills and select another experienced company for the on-line ticket sales.
This proved to be an eye-opening experience. The Touch Office system worked well in all our outlets, and we got great support from Cornish EPOS. By comparison, the ticketing system was extremely complex to use, had continual issues and support from the vendor was variable at best and at weekends, totally non-existent. So, when the ICRTouch ticketing system was finally launched we were first in line to sign up.
Roger Mcardell & Tony Leedham – Directors, Dairyland Farm Park
While it wasn’t possible to install this for the 2021 system, we worked closely throughout this time with the ICRTouch development team to shape a solution that met all requirements and was ready to implement before Easter 2022 and with ongoing development to fulfil their further and ongoing needs. This development has allowed for the capture of required customer information, group scanning, bespoke reporting and for customers to be able to sign in for easy retrieval of tickets and adds the potential for customised pricing and marketing.
The Installation
Tickets can have requested data added to them, including images that have proven helpful for yearly/return tickets. Customers can optionally upload their pictures when purchasing online and otherwise capture them at the entrance using webcams on the tills, with a countdown and preview shown on the customer-facing display so they can move into the shot.
We upgraded the USB scanners to a high specification to quickly read QR codes from damaged or dirty phone screens and crumpled paper copies of tickets. In addition, we have been able to provide consultancy and specialist support on broader IT and network requirements and quickly adapt to changes in how the park has operated as further government guidance has been issued since the pandemic and with seasonal changes and events.
“It is certainly not as mature as some of the solutions in the market, however it does most of what we need, and our customers get a very simple to use system that is reliable. At peak season times, we need to get a large number of customers through the doors quickly. The Touch Office system does this admirably and because ticketing and POS is now combined we can balance customers across a number of tills simultaneously, then flip them to other sales later in the day.
The cost savings were significant, and the price structure far easier to understand and manage than our previous provider. So the business also benefits from more readily accessible data which saves us considerable time.”
Roger Mcardell & Tony Leedham – Directors, Dairyand Farm Park
Tickets are available online through ICRTouch TouchTakeaway
Ever Evolving
“Over the last couple of years, we’ve gone through quite a journey to get to where we are today. From an absolute zero starting point with no on-line presence and an almost unworkable collection of old tills, we are now in a completely different place with Cornish EPOS facilitating the following:
- Our customers are able to buy various entry tickets and event tickets online or onsite.
- We have comprehensive food ordering/payment/delivery service as well as general shop sales all integrated with simple EPOS solutions.
- Comprehensive management information available at any point in time which makes a tremendous difference to the running of the company.
The key point for us during this time was the positive partnership that we developed with Cornish EPOS. They supported us enthusiastically and professionally and have definitely been a part of our growth and development.”
Roger Mcardell & Tony Leedham – Directors, Dairyland Farm Park
We want to thank Roger and Tony for taking the time to share their experiences. ICRTouch’s Ticketing solution continues to evolve, and new features are being released and updated regularly. We look forward to continuing to add to the offering of the Ticketing system at Dairyland.
Find out more about ICRTouch Ticketing
Please get in touch with us if you would like more information about ICRTouch’s Ticketing.
