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Case Study

UK farm park benefits from integrated Ticketing solution

Dairyland is one of the oldest farm parks in the UK and is home to a conservation dairy herd of traditional British Breeds as well as Alpacas, Dexter cows and many more friendly farm animals.

The attraction also comprises trampolines, play areas, a zip wire, nature trail, lakes, tractor ride and the impressive ‘Bull Pen’ - 12,000 sq ft of unlimited climbing and sliding, with ball pools for all the family to enjoy.

Our Authorised Silver ICRTouch Partner, Cornish EPOS & IT Services, were tasked with providing a food and drink serving solution for Dairyland’s outdoor cinema, and has since overseen the implementation of a full ICRTouch ecosystem for the park, including digital Ticketing.

All quotes within this case study have been provided by Roger Mcardell and Tony Leedham, Directors of Dairyland.

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The brief - local support and efficient, intelligent EPoS

“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.”

The initial requirement was for a drive-in cinema food and drink ordering system during COVID-19 restrictions. Once the park was able to re-open however, that requirement grew to a full ecosystem of products that could facilitate digital tickets alongside in-park EPoS and cloud-based reporting.

“A main requirement was for a local company who could work with us and provide on-site support if required.”

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The solution - a comprehensive, integrated solution to handle busy attraction footfall

Cornish EPOS & IT Services set up a TouchTakeaway app for Dairyland that allowed them to operate their drive-in cinema efficiently, receiving orders to one TouchPoint till and utilising multiple kitchen printers in the kitchen and servery areas. TouchOffice Web also provided live access to sales data and in-depth reporting.

“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.”

When the park reopened after COVID-19 restrictions, a full EPoS suite was set up to cover front of house, retail and hospitality outlets. A third party digital ticketing system was in place before ICRTouch released Ticketing and Dairyland quickly moved across to the new software.

“Although online ticket sales were more pressing than ever because Covid rules restricted the numbers allowed in the park, this wasn’t yet available from ICRTouch so the decision was made to use Cornish EPOS & IT Services for tills and another company for online ticket sales.

This proved to be an eye-opening experience. TouchOffice Web worked well in our outlets. By comparison, the third-party 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 ICRTouch launched their Ticketing solution, we were first in line to sign up.”

The Ticketing setup in place enables the capturing of specific data fields during the purchasing journey, including photographs of customers for annual season passes. These can either be uploaded online by the customer, or captured on-site using webcams, with a countdown and preview displayed on the customer-facing till screens.

Scanners at all tills have been upgraded to high specification to allow efficient reading of QR codes and the customer account functionality within TouchTakeaway has been implemented to allow customers to keep their tickets in digital wallets.

In all, Dairyland’s EPoS system now comprises:

  • 8 x TouchPoint tills with customer-facing displays
  • A TouchTakeaway app
  • Ticketing
  • TouchOffice Web & scheduled reports
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The result - simple to use, reliable digital ticketing sales & management

The implementation of ICRTouch Ticketing software has given Dairyland’s customers a simple to use system that is incredibly reliable and integrates seamlessly with the park’s entire EPoS setup.

“At peak seasons, we need to get a large number of customers through the doors quickly. Ticketing, TouchPoint and TouchOffice Web do this admirably and because everything is now integrated, we can balance customers across a number of tills simultaneously.”

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 online presence and an almost unworkable collection of old tills, we are now in a completely different place thanks to the support from Cornish EPOS & IT Services and ICRTouch software.

The cost savings are significant, and the price structure is far easier to both understand and manage than our previous provider. The business is now benefiting from more readily accessible data, which saves us considerable time.

“Our customers are now able to buy various entry tickets and event tickets online or onsite; we have comprehensive food ordering, payment and delivery services as well as general shop sales all integrated with simple EPoS solutions. And importantly, comprehensive management information available at any point in time, which makes a tremendous difference to the running of the company.”

Roger Mcardell & Tony Leedham, Dairyland Directors