Billfold, the wireless point-of-sale system that delivers RFID technology, has launched a new access-control feature.
Its event management system will now allow event organisers to set up access gates and VIP areas, which will be accessible with the tap of a wristband.
The access-control screens also double up as advertising and event information spaces, which will be able to share messages from sponsors, special offers, or updates to the festival schedule.
In addition, access control will soon offer a feature for patrons to upgrade their ticket to VIP on the display screens at the point of entry, charging the card linked to the customer’s RFID wristband.
“Most access-control solutions currently on the market don’t have displays or instant upgrades,” said Billfold co-founder Stas Chijik. “They are simple green light/red light setups. We’ve added a display that opens up a new realm of possibilities for event organisers and operators and that lets patrons get VIP experiences with a tap of their wristband.”
The new feature will give venue and festival owners masses of data around the event, providing deeper insights into the customer journey.
Chijik added: “It’s not a big leap to imagine out-of-home ads at events becoming far more dynamic and personal. If a customer is approaching a digital billboard, for example, the screen would only offer ads relevant to that attendee, based on previous purchases.
“Stage signage could respond to who’s actually in the crowd and shift to display more relevant information, letting sponsors reach the right audience. Our system can take online marketing into the real world and apply the same customisation you find online in an offline setting.”
The Billfold POS system has been implemented at multiple electronic music events at Art Basel Miami and the New Year’s Day Block Party in San Francisco, and is routinely used at The Brooklyn Mirage/Avant Gardner in NYC.