The improvement of guest service by utilizing IT. Presentation of Lotte World - June 10, 2009 Kim Jung Rae

Transcription

1 The improvement of guest service by utilizing IT Presentation of Lotte World - June 10, 2009 Kim Jung Rae

2 Contents 1. Introduction to Lotteworld - History & Today - The second lotte world - Facility & Entertainment 2. The improvement of guest service by Utilizing IT - Overview - IT Service Flow - Introduction to IT service area 3. Q & A

3 Introduction to Lotteworld - History Lotte World was constructed on the area of 138,000 m2at Jamsil-dong, Songpa-gu, the secondary center of Seoul, on July 12, One of subsidiary for Korea s largest conglomerate, LOTTE 53 subsidiaries and sales amount 31 billion (2008) Lotte world was developed as a new conception another city in a city and playing a role as a future city designed to provide a one-stop solution for leisure, sightseeing, shopping, accommodations The Adventure greets its 20th anniversary this year, and recorded 100 millions of visitors as a total in 2007, amounting up to 5 million visitors per year 1

4 Today The world largest indoor theme park solving leisure, tourism, shopping, Accommodations all at one place Adventure - indoor theme park Magic Island - outdoor park Department stores Shopping mall Hotel, duty free shop Folk museum Musical Theater Kidzania (open in Dec 2009) 2

5 The second Lotte World Located next to the first Lotteworld Area - 87,770m2 Plan to build the second Lotte World Including 555 meter tall skyscraper Versatile venue featuring in depart ment store, cinema, theme park, concert hall, convention center. etc. Scheduled to complete

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7 Facility & Entertainment - Adventure & Magic Island 365 days full year operations - AM 09:30 ~ PM 11:00 Continuous emphasis on design depth across the park s attraction & entertainment - 41 rides, 50 restaurants, 40 shops, 8 game zones The second most visited park in Korea - Visitation numbers top 5 Asia more than 5 million guest annually over four distinctive season - 90% of total visitors revisit the park Kidzania, a family entertainment center is scheduled to open at swimming pool area at the Dec

8 Rides Lotte World has 41 rides and a large amusement ride capacity Mammoth rides such as Pharaoh s fury & Gyro Drop & Atlantis, etc. Invest 20 million dollars annually for attracting guests Gyro Drop Atlantis Pharaoh s fury million million million 6

9 Development of Kids Zone - constant strengthening of the kids ride profile Kid s zone area 7

10 Kids ride introduction strategy constant strengthening of the kids ride profile Lotty Train Magic Boong Boong Car New Kid Rides 3 Open ( may 2009 ) Swing Pang Pang 8

11 Entertainment - festival, events, etc Four distinctive season Festival, theater production, parade, events, laser technique show, etc. 9

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14 The improvement of guest service by utilizing IT Lotte World Complex have used various IT infrastructures - ERP (Enterprise Resource Planning), KMS (Knowledge management system), parking control system mobile booking, POS (200), automatic ticket machine (72), server, etc. - Continuous Investment in IT infrastructure for customer service, efficient management Because architectural features make difficult to expand park area Information technology is in general use for marketing promotion and improving guest service in Korea Lotte World is the ideal place for happening synergy effect between different facilities in Lotteworld Complex - Utilizing IT making full use of limited space in park is the best way for competing with world great theme parks 12

15 Present Condition of theme park market in Korea Maturity period Declining period Global Theme Parks enter in to domestic market ( Universal Studio, Para Mountain, etc.) Theme park Golf Ski Water park Need for different customer services to adjust to changing market Utilizing Information technology 13

16 Background utilizing Information technology Limits for expanding park space (indoor park) make problems - Insufficiency of parking space, controlling the waiting time and decentralizing crowd - Information technology could be the way to overcome these weaknesses Revitalizing park, analyzing the guest preferences, online research through utilizing Information technology - It means that using IT could be the way correcting guest data and compiling the data for marketing promotion or park master plan ex: Analyzing guest route and confirming inactivating place introducing new attraction The research of guest complains and preferences of park facility (ride, parade, events, etc.) or product (food, character goods, etc.) Information technology has merits for consuming limited resources effectively - To better manage rising personnel expenses 14

17 Lotte World IT Service Flow Click! A B SMS, Marketing Mobile / Internet Ticket Booking Parking Control System 1 CRM D C Parking Control System 2 Park Gate Information Board UB - Wall UB - Caring Automatic fare adjustment Vehicle location system Guest safety 15

18 Conclusion Ubiquitous theme park Burden of continuous investment Limited park area Asking for new idea Maximizing utilization of IT Various consumer s need Technical improvement Show + Foods + Entertainment + IT The improvement of guest service by utilizing IT 16

19 Thank You Sponsored by

20 Customer Service Improvement by utilizing Information Technology Category Description Effect Guest convenience Internet & Mobile booking System (a self service ticketing) Parking Control System - Entering and Exiting (a self- fare account ), Parking guide, guest s car location check, etc. E- money UB-wall (providing park information) shortening ticket waiting line shortening the waiting time for entering parking area prevent missing accounts providing information Safety UB-caring (finding lost children, announcing emergency situation) Research Utilizing IT for promoting park entertainment Researching guest preferences about overall park goods Maintenance The daily list of attraction parts for maintenance Management Crowd Control (decentralization ) Analyzing guest route for activating park zone Research for guest preferences Reducing maintenance costs