Softplay Satisfaction Research First Quarter Review (September 2014)

Softplay Satisfaction Research

First Quarter Review (September 2014)

Objectives of the research

• To find out how satisfied customers are with various aspects of EL softplay venues

• To find out customer views on competitor venues

• To find out if there are any improvements the customers would like to see at any of EL’s softplay venues

Methodology

• Paper survey available for customers to complete on-site (QR code also available for completion online)

• Softplay reception staff to hand out to customers as they sign-in

• Box for responses to be posted at each softplay reception

Profile of respondentsVenue Response

Clambers** 58 (18%)

Scrambles 178 (56%)

Rock Tots* 9 (3%)

Tumbles 71 (23%)

Tumbles has a higher proportion of 25 – 34

year olds (43%)

•- Rock Tots excluded from report due to low base•** Clambers closed for 8 weeks of review period

Scrambles has a higher proportion of 35 – 44

year olds (49%)

Where are the customers coming from?

Drive times (30 minutes)

How they heard about EL softplay venues

Recommendation levels are high – but much

higher for Scrambles!

Clambers customer are most likely to have heard of it inside an EL venue

Other comments: -Always known/been going

for years/since opened-Publicity prior to opening

Awareness of EL softplay venues

Visited in the past 6 months

Frequency of visit

Recommendation: NPS Score

49 79 59 69

What the promoters/passives said?

Clamber Scrambles

Tumbles

And the detractors?

Overall satisfaction

All softplay venues have very high satisfaction scores

Levels of satisfaction

Value for money in the cafes achieve the lowest satisfaction rating across

all softplays

Tumbles score for “line of sight” is lowest

Rating of cleanliness of play equipment is lowest

at Clambers

Scrambles has the highest rating for all satisfaction scores

• Clambers – Reduce entry prices – Reduce cafe prices – More staff in cafe – Healthier kids snacks/remove “high sugar”– More allergy specific foods– Enforce the “sock rule”– More interactive toys for babies/toddlers

Improvements to EL softplay venues

• Scrambles– Better range of healthy snacks in cafe– Improve variety of food served in cafe – Quicker service in cafe – Catering not as good as it was– More seating required– Could be warmer – TV screens for parents to see their kids– Ball pit

Improvements to EL softplay venues

• Tumbles – Cheaper prices (entry and cafe)– Add more hot/cold options in cafe– More motivated cafe staff – Security gate between lift and softplay– More TV screens to see children on lower

level– Keep “drop-in” sessions rather than time

specific – More reception staff at busy times

Improvements to EL softplay venues

Competitor visits in past 6 months

Clambers/Tumbles (69%/59%) customers are more likely to visit

Gambado than Scrambles (32%)

Scrambles customers are more likely to visit Time Twisters (47%) than Clambers and

Tumbles (36%/24%)

Clambers customers are

more likely to visit Maddie and

Marks than other EL softplay customers

Clown Around and Tiger Lily

Play Cafe

How do we compare? (Overall)

*Better, the same or worse than THIS softplay venue (EL)

How do we compare? (Venue)Clambers Scrambles

Tumbles

*low base

Why is Gambado better? • Larger variety of activities• Bigger venue • Better variety of food/drink• Location – Fountain Park has more to do• Even though it is more expensive you get to stay longer

Why is Gambado worse? • Very busy/too busy • Poor line of sight • Too expensive • Older/more old fashioned • Too big • Not as clean

• Fun for kids – but chaos for the adults looking after the kids

Why is Maddie and Marks better?• Cafe is better at Maddie and Marks • Cafe staff more available • More obvious entry/exit points – more secure • Better range of activities – more than just softplay • Better equipment for toddlers

Why is Maddie and Marks worse?• Too small• Not as well supervised • Too complicated to keep track of kids • Hard to get a seat for adults • Smaller softplay area

Why is Time Twisters better? • More variety of activities • More variety at cafe/better cafe • Newer facility • Better play area • Wi-Fi• Open later

Why is Time Twisters worse?• More old fashioned • Too dark• Not as clean• Not as good for younger children• Loud and busy

Awareness of Young Explorer Membership

Awareness levels of the Young Explorer Membership could be higher given the customers are completing the survey inside

the venues.

Awareness of the membership is lowest at Tumbles (36%) and highest at Clambers (46%)

So What? What Now? • Marketing

– Few customers are finding out about EL softplay venues on FB/Twitter

– Recommendation is highest at Scrambles – highest level of promoters

– In-venue promotion is having most success at Clambers – softplay can be seen from reception/most public areas?!

What Now? -Is social media the right platform to reach softplay customers? (EL

social media predominately Health and Fitness customers)

- Increasing the number of promoters and Clambers and Tumbles will help to increase WOM promotion

- Currently there is no formal in-venue promotion of softplay’s in venues – Very few customers at Scrambles are hearing about the

softplay inside an EL venue – should there be more promotion elsewhere e.g. through staff/other venues?

So What? What Now? • Awareness

– Overall Tumbles has the lowest awareness of all EL softplay venues – this is not surprising given it is the newest venue

– Scrambles has very low awareness amongst Tumbles customers and vice versa (around 1/3)

– Only 67% of Scrambles customers knew about Rock Tots – this is low given they are in the same venue

– Awareness of the Young Explorer Membership could be higher given customers are in venue completing the survey

What Now? - Continued promotion of Tumbles is needed to increase awareness

across Edinburgh

- Increased promotion to Scrambles customers highlighting all three softplay venues to encourage customers to use the venues further

away from where they live – vice versa for Tumbles customers

- Increased promotion to customers within EICA to increase awareness of Rock Tots as another activity for customers to do

So What? What Now?• Frequency of visit

– The majority of customers are visiting less than once a month – this could be a reflection on the time of year and the good weather we have had over the past few months.

– More activities could be considered to increase the frequency of use – some comments highlighted that competitors provide a better range of activities than EL softplay venues.

What Now? - The results of this survey will be tracked to see if there is an

increase in the frequency of visits in Winter months. User data will also be tracked to confirm the frequency of visits

- Other activities should be considered to increase frequency of visits in Summer months – more variety and suitable activities to

encourage customers to come more often

So What? What Now?• Recommendation/Satisfaction Scores

– Generally recommendation and satisfaction levels are very good across all softplay venues

– Detractors suggest the issues are around cost of entry, cost of cafe and cafe variety

– Satisfaction levels are lowest for value for money of cafe and range of food and drinks

– Satisfaction for “ability to see children in play area” is lower for Tumbles

What Now? - The vast majority of negative comments are centred around the cafes (consistent across all 3 venues). The cost/variety within the

cafes should be reviewed to ensure they are meeting the needs and expectations of the customers

- More television screens would be welcomed at Tumbles to allow for more views of the play frame to ensure parents can keep sight of

children

So What? What Now?• Improvements

– Many customers view EL softplay venues as expensive. – Customers want better variety and cheaper prices in the

cafes – Better security at Tumbles (specifically around the lift)

What Now? - If prices cannot be changed more promotion of why our softplays

are better than competitors should be considered. (e.g. Safer, cleaner, friendly staff etc)

- Review cafe offering in all softplay venues.

- Consideration to a gate outside the lift in Tumbles would help to create a safer environment for children

• Competitors – Gambado has a better range of activities and better

selection in the cafe, however it has poor line of sight, is older, and not as clean

– Maddie and Marks has better range of activities, better cafe and is better for toddlers but is too small, expensive and busy

– Time Twisters has a better range of activities, is open later and has better WiFi but is too dark, busy and not as clean

What Now? - Consideration should be given to offering a variety of different

activities like our large competitors (e.g. Maddie and Marks – shop, Time Twisters – laser)

- Mystery visits at competitor venues should be considered to review facilities and cafe offering

- Promotion of EL softplays should concentrate on what sets us apart from our competitors – e.g. Clean, safe, welcoming etc.

So What? What Now?