Presented by: Paul Sidwell Strategic Development Director ADVAM | IPI Conference and Expo 2017 About the Presentation Parking reservation platforms may seem relatively new, but they are widely used in Europe and Australia by airports and leading parking operators. Reservation platforms enable parking managers to maximize occupancy forecasting, provide a platform to engage with customers, and generate loyalty. In this highly competitive market where just being able to know your customer is golden, find out why reservation platforms are so important and how you can make sure your business is ready. About Paul Paul Sidwell is the Strategic Development Director of ADVAM and one of the leading voices on parking payment technology. Paul works closely with key clients and partners to help develop one of the world’s leading reservation platforms. Paul’s exemplary industry knowledge and thirst for innovative solutions, enables him to perfectly blend strategic business drivers and benefits with the fundamental details that business managers need to understand, in order to deliver on their strategic plan.

1. Is your Business
Ready for Parking
Reservations?

2. Is your Business Ready for
Parking Reservations?
Paul Sidwell
Strategic Development Director
ADVAM
paul.sidwell@advam.com
linkedin.com/in/paulsidwell/

3. Learning Objectives
▪ The importance of understanding your customer and how to
engage with them
▪ The fundamentals of a parking reservation platform – what
questions you should be asking
▪ How to get your business ready to accept parking reservations,
maximise occupancy and create customer loyalty

4. ▪ Global Organisation with offices and customers in
Australia, New Zealand, Europe, UK and US
▪ Integrated payment solutions
▪ Unattended Payments
▪ Reservations and Pre-Payment platform
▪ Ticketless parking
▪ Global payment solutions, links with major acquiring
banks
▪ PCI DSS compliant and EMV certified
Deliver world leading payment solutions, making it easier for our clients to engage with their
customers through an integrated suite of applications
About ADVAM

5. Industry Expertise
59
%

6. ADVAM Solutions
ePark
Mobile
Parking App
PathToPay
Integrated
eCommerce
solution
StaffPark
Making parking
easy for staff
and contractors
GroundTransport
The automated toll
solution for transport
hubsParkCharge
Ticketless parking for
consumers
AltitudeReservation
Parking and service
reservation platform
UnattendedPayments
Complete Unattended and
Self-Service payment solution

7. Is your Business
Ready for Parking
Reservations?

8. Where do your customers come from
US population have
made purchase online
67%
29%
of total digital
commerce
3/4
More likely to visit
somewhere that has
a presence online
• Easy
• Quick
• Convenient
• Perceived Better Value

9. Enabling your customers to purchase online
Make a reservation
/ Pre Book online.
Via PC, Mobile or
Tablet
Provide the option
for your customers
to add additional
services
Better manage
occupancy and
relevant pricing
strategies
Sales and Revenue
increases
Enables you to know
who your customers
are and to engage
with them

10. Are your competitors online?
ParkSFO – off-airport parking
with shuttle
Reserve Online
Park n Fly – airport valet
parking
Reservation and Pre-Payment
Online
SkyPark – off-airport parking
with shuttle
Reserve Online
AnzaParking – off-airport
parking with shuttle. Reserve
Online
SFO Domestic Airport
Parking Spot – off-airport
parking

11. Are your competitors online?

12. Are your competitors online?
Need to own your own customer data

13. • First Data
• Chase
• Elavon
• SKIDATA
• Designa
• Scheidt & Bachmann
• HUB / ZEAG
What is a Reservation Platform
Customer books
online – via your
website / app
Prepayment is
taken
Integrates with
your PARCS
Customer Parks Customer Exits – no
payment is taken

14. Where you can take it
Understand who your
customers are
Provide additional services
Platform to engage with your
customers
Increase sales revenue through
yield management tools
Create loyalty

15. Examples

16. LaGuardia – Airport
Upfront presence. Parking on the
homepage
Understand who customers are
Increase sales revenue

17. MCG – Stadium/Event Venue
Australia’s premier sporting
venue – capacity 100,000+
Access from each individual
event / stadium website to
increase reach
Manage different user groups
Group of Stadiums and Car
Parks managed by
Melbourne Olympic Park
Trust

18. What you receive
Knowledge and
Understanding of
your customers
Platform to engage
and drive loyalty
Secure, fast
payment to your
bank
Administration controls.
Manage pricing, receive
transaction reports etc.

19. Getting your business ready
1
Automation – PARCS /
Access Control
4
Online
presence
3
Treat parking as a
revenue centre
2
Resourcing and
Support

20. Getting your business ready for
online reservation
• Automated access control systems (PARCS) streamline entry, exit and payment for users
• No need to pull a ticket as booking already registered with PARCS
• No need to queue at Paystation or Exit booth as payment already taken
• This is the ‘base’ infrastructure layer for a successful online strategy
• Pre-integrated online Pre-Booking and Pre-Payment solutions readily available for most PARCS
• Entry and Exit available through range of media; license plate, barcode or QR code, toll tag, RFID, Credit
Card/Tap&Go
1
Automation – PARCS /
Access Control
4
Online
presence
3
Treat parking as a
revenue centre
2
Resourcing and
Support

21. Getting your business ready for
online reservation

22. Getting your business ready for
online reservation
1
Automation – PARCS /
Access Control
4
Online
presence
3
Treat parking as a
revenue centre
2
Resourcing and
Support
• Make parking services prominent in online presence to reach maximum audience
• Include booking widgets or ‘book now’ buttons on website
• Prioritise mobile! Integrate with airport or venue apps and use latest in responsive design
• Customise user experience (UX) and booking journey to best suit user demographics and brand
• White label online pre-booking and pre-payment system to embed into branding and website
• Use tools and techniques from online retailers, hotels and airlines to drive online sales

23. Getting your business ready for
online reservation

24. Getting your business ready for
online reservation
1
Automation – PARCS /
Access Control
4
Online
presence
3
Treat parking as a
revenue centre
2
Resourcing and
Support
• Recognise value of parking revenue to business, both direct and indirect
• As examples;
• Australian airports generate 13.5% of revenue on average from parking, with profit (EBITDA) up to 73%
• Commercial operators can derive 8-10% increase in yield without cannibalising drive up parking
• The car park is often the first and last experience a customer has of a venue, airport, hospital etc
• Online channels enable responsive pricing, demand management, marketing and customer engagement
• Recognise online channels as key enabler for growing parking revenue

25. Getting your business ready for
online reservation
1
Automation – PARCS /
Access Control
4
Online
presence
3
Treat parking as a
revenue centre
2
Resourcing and
Support
• Assigning sufficient resources to manage any online presence for parking is a critical success factor
• Prioritise establishment relationships with market-leading vendors
• Typically within the Car Park Management Team, a Revenue Manager or Yield Manager role;
• Leads engagement with third party vendors, and administration of vendor products
• Owns pricing and product strategy for online and drive up parking
• Prepares revenue forecasts and financial reporting
• Drives yield management campaigns, marketing and promotional initiatives

26. Summary and take-aways
Online Pre-Booking and
Pre-Payment systems are key
revenue channels
Important to consider as part of
business’ digital strategy
Key marketing platform for
customer engagement
1 Implement PARCS
4
Make parking key part of
online presence
3
Treat parking as a
revenue centre
2
Define Revenue
Manager role

27. Thank You
Paul Sidwell
Strategic Development Director
ADVAM
paul.sidwell@advam.com
linkedin.com/in/paulsidwell/