The
CBMP Game Plan
SMRI's expertise in understanding the sport/entertainment
operational environment is unparalleled in the sport industry.
We use existing SMRI national data-points, combined with intensive
behavior analysis of actual consumers visiting various event
types, which monitor the following:
current satisfaction
levels of the various market segments
current daily expenditure
patterns by consumer type
various decision
patterns exhibited by consumer segments (time spent in
line to various Stadium/Arena elements (entrance, finding seat
location, using directional signage, finding money sources
(ATM), purchasing soft goods "concessions", purchasing
hard goods "merchandise";
establishing clear
econometric, demographic, geo-demographic, sociographic
and purchase behavior patterns based on secondary, primary
quantitative data, videotaped observations of consumers
as they experience the various stadium/arena elements;
provide concrete
recommendation on how best to service consumer needs/wants
as they visit your Facility (in other words, how to make
it easy/convenient for them to spend their discretionary
dollars), WHILE maximizing their enjoyment levels at the
Event you're hosting.
In short, simulation
is a powerful tool for
understanding the dynamics of Facility operational systems.
Intuition can be a particularly poor guide to predicting
human behavior and no longer an option in New Age Stadium/Arena
management.
SMRI has developed CBMP
based on our years of experience investigating sport environs.
CBMP will take your sport business to the next level. We do
this by taking advantage of a Facility/Arena's current copious
data from ticket sales, security data, SMRI shadowing techniques
and customer survey analysis, queue times, additional videotaped
behavior analysis and other sources*.
For instance, we might
find that a family of four may have very different needs/expectations
from their day at the Facility (four hot dogs, four soft
drinks, three beers, two t-shirts, one hat, one foam finger,
one program, three trips to the restroom, five trips to
the concession stand
than a couple in their mid-40's).
The model will then help to apply all the various information
sources to help establish a balance between customer satisfaction
levels and the goal of increasing business.
The CBMP goes beyond the traditional
mathematical models and statistical analysis to
provide meaningful data on how to best meet the ever changing
consumer demand (purchase patterns) with business supply (concession
placement/operational format, merchandise store layout/flow,
directional signage to provide optimal flow, staffing issues
and numbers, customer service booth checkpoints). Whether
this means opening the Facility earlier to accommodate security/event
needs, or reducing wait lines for concession/merchandise/restrooms
OR how to best utilize the wait time consumers are experience
to better enhance their experience and/or purchase capabilities.
The CBMP can not only make for happy
customers BUT also happy staff members. By better
structuring employee sales based on their proportion of "shorts"
(when a product sells out) and encourage unit managers/supervisor
to order correct quantities to meet demands. If the traffic
flow/service is improved, the staff member is able to sell
more product (soft/hard goods) and improve motivation/productivity
levels
thereby decreasing job boredom and job dissatisfaction
levels.
CBMP will help your Facility not
only understand your business operations better, but also
to predict, shape, optimize and control it. We
are further challenging the fundamental assumption that complex
sport environs can be best understood from a top-down approach.
We not only examine the spokes of the wheel, but the molecular
make-up.
WANT
MORE INFORMATION ABOUT
THE SMRI CBMP MODEL???
Contact SMRI at: info@go-smri.com
OR
1-866-U-GO-SMRI
!
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