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Consumer Experience Management: The Key to Growth in Parking

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ParkMobile LLC
ParkMobile LLC

NPA October 2019 - Creating a better parking experience is all about providing more convenience for the consumer.

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Consumer Experience Management: The Key to Growth in Parking NPA October 2019 Jeff Perkins, CMO ParkMobile
2 Keep in Touch Email: jeff.perkins@parkmobile.io LinkedIn: https://www.linkedin.com/in/jeffperkins1/ Twitter: @jeffperkins8
3 16 Million+ USERS NATIONWIDE 400+ CITIES & MUNICIPALITIES 125+ UNIVERSITIES 20+ AIRPORTS 9 Million+ MONTHLY TRANSACTIONS 84% OF THE TOP 100 METRO AREAS Ranked #3 in the Navigation category of the app store only behind Waze and Google Maps Adopted by over 1 in 14 U.S. drivers 27% of users engage with the app as they travel to different markets PARKMOBILE BY THE NUMBERS
4 Part of a Global Mobility Company Parking | Charging | Ride Sharing | Ride Hailing | Transit
5 Stop by booth #913!
6 ParkMobile 360 Analytics, Rate & Policy Management Solution Webinar October 30th at 2pm EST Register Here: https://business.parkmobile.io/webinar_parkmobile360
7 The ParkMobile Pulse Newsletter Register for the Pulse here: https://business.parkmobile.io/pulse
16 Million Users WITH MORE THAN PARKMOBILE HAS A LOT OF KNOWLEDGE ABOUT PARKERS
PARKING TRIVIA
10 What one word would you use to describe parking?
11 PainHardExpensiveHeadache Convenient Great HassleTediousNecessary Painful AnnoyingInconvenient EasyParking FrustratingNecessity Stressful DifficultHectic Challenging
12 What is the top factor when it comes to parking? Safety Convenience to my location Cost Amenities Attendant on duty
13 Convenience, Price and Safety are the top 3 factors when it comes to parking Other (please specify) Attendant on duty Amenities (covered garage, handicapped accessible, security cameras) Cost Convenience to my location Safety 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Parking Behavior Survey, September 2018: What are the key factors when deciding where to park?
14 What do type of parking do people prefer? On-street Open surface lot Gated garage Valet
15 Most prefer on-street parking to lots and garages In a spot on the street In an open surface parking lot In a gated garage Valet parking Other (please specify) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: Parking Behavior Survey, September 2018: When you are in a location where you have to pay for parking, where do you prefer to park?
16 What is the biggest frustration with parking?
17 Everything about parking sucks Technical difficulties at the meter Having to run back and feed the meter You can only pay with cash or coins Getting a parking ticket The price is too high Parking time limitations Being able to find an open spot 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% But, finding on-street parking is also one of the biggest frustrations 77% Being able to find open parking is the biggest frustration Source: Parking Behavior Survey, September 2018: What are your top 3 biggest frustrations with parking?
18 People are very interested in an app that would show them where the available spots are nearby Source: Parking Behavior Survey, September 2018: How interested would you be in an app that showed you where available on-street parking spots are in your area? Not at all interested Not so interested Somewhat interested Very interested Extremely interested 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 80% are very to extremely interested
19 What percentage of people would park more than 村 mile away from their destination to save money?
20 People arent willing to park far away from their destination to save money Source: Parking Behavior Survey, September 2018: How far would you park away from your destination in order to save money on parking? Over 1 mile 1 mile 3/4 of a mile 1/2 of a mile 1/4 of a mile 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 70% Would walk only 村 mile at most
21 Tip: Have good lot/garage signage
22 How long have people had a mobile parking app on their phone? Less than 1 year 1-2 years 3-4 years 5+ years
23 Mobile Parking Apps are still relatively new to consumers Source: Parking Behavior Survey, September 2018: How long have you been using a mobile app to pay for parking? +5 years 3-4 years 1-2 years Less than 1 year 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 76% of mobile parking app users have only been using the app for 2 years or less
24 What percentage of mobile parking app users are over the age of 50?
25 17 or younger 18-20 21-29 30-39 40-49 50-59 60 or older 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Mobile Parking Apps are not just for young people anymore Source: Parking Behavior Survey, September 2018: What is your age? 38% of mobile app users are 50+
26 How often do people use a mobile parking app? Every day A few times a week Once a week A few times a month Once a month Less than once a month
27 People use the mobile app frequently Source: Parking Behavior Survey, September 2018: How many times a month do you pay for parking? Every day A few times a week About once a week A few times a month Once a month Less than once a month 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 75% Use an app to park at least a few times each month
28 Do people prefer to pay at the kiosk/meter or with the parking app?
29 People who have used a mobile app to pay for parking, generally prefer it Source: Parking Behavior Survey, September 2018: What is your preferred method of paying for parking? Calling an 800 number Other (please specify) Paying an attendant Cash/coins at a meter Credit card at a meter or kisok Mobile app 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 76% Prefer to pay for parking with a mobile app to other methods
30 100% - I pay with an app every time I park 75% - I pay with an app most of the time 50% - I pay with an app half of the time 25% - I don't pay with an app very often 0% - I almost never pay with an app 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% And pay with the app most of the time. Source: Parking Behavior Survey, September 2018: How often do you pay for parking with an app versus paying at a meter or kiosk? 81% Pay for parking with a mobile app at least half of the time
31 Not using the app is usually caused by situations where the app is not accepted Source: Parking Behavior Survey, September 2018: What is the main reason you would NOT pay with an app, but would pay at the meter or kiosk? Sometimes I just prefer to pay at the meter I get nervous paying with the app and I worry that I will get a ticket Other (please specify) I did not have the correct parking app on my phone and I didn't want to download a new one Paying at the meter was less expensive My app was not working at the time Paying by app was not accepted at the location 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
32 People have confidence paying by app Source: Parking Behavior Survey, September 2018: What is the main reason you would NOT pay with an app, but would pay at the meter or kiosk? Sometimes I just prefer to pay at the meter I get nervous paying with the app and I worry that I will get a ticket Other (please specify) I did not have the correct parking app on my phone and I didn't want to download a new one Paying at the meter was less expensive My app was not working at the time Paying by app was not accepted at the location 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Only 4% of respondents were nervous about getting a ticket when using a mobile app
33 What is the #1 feature of a mobile parking app?
34 Why people use mobile apps for parking 1. Extend time remotely 2. Dont have to worry about coins for the meter 3. Skip the meter 4. Alerts that let you know when your parking session will expire 5. Find your way back to your car 6. See the streets around you where you can use the app to park 7. Avoid standing in line at a parking kiosk 8. Track all your recent parking activity 9. Save your favorite locations in the app
35 People are extending time frequently Source: Parking Behavior Survey, September 2018: When you park with a mobile app, how often will you extend the time of your parking session from the app? Always Usually Sometimes Rarely Never 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Will extend at least sometimes
36 How many mobile parking apps do people have on their phone?
37 While there are multiple parking apps, most only have one on their phone Source: Parking Behavior Survey, September 2018: How many different parking apps do you have on your phone? 1 2 3 4 5+ 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 63% Only have 1 parking app on their phone
38 Do people know they can make a parking reservation?
39 Most people are not aware that you can make parking reservations with an app Source: Parking Reservations Survey, July 2018: Did you know ParkMobile lets you make parking reservations in garages in your area? No Yes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
40 But they are very interested in making a reservation Source: Parking Reservations Survey, July 2018: Would you be interested in making a parking reservation using ParkMobile? Extremely interested Very interested Somewhat interested Not so interested Not at all interested 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 76% are at least Somewhat Interested in parking reservations
41 ACME GARAGE 1107 Peachtree Avenue 13:12:01 25:09:2018 Space: 2381 Paid: 5.00 PARKING TICKET Now Accepting ParkMobile Reservations! Garage Signage Garage Parking Ticket
42 What percentage of ParkMobile users are also using other mobility services?
43 ParkMobile users are using a range of mobility services Source: ParkMobile Mobility Survey, April 2019 55% are using public transit 54% are using ride-hailing services 40% are using scooters and e-bikes 31% are using car sharing services
44 What percentage of ParkMobile users are using multiple mobility services in a given day?
45 And they use them together Source: ParkMobile Mobility Survey, April 2019, 561 respondents use multiple mobility services in a given day Use or would use multiple mobility services when navigating to a single destination
46 Key Takeaway Creating a better parking experience is all about providing more convenience for the consumer
47 Things You Can Do Effectively communication: Good signage at the parking location and provide information online Leverage new technologies like mobile apps to provide more convenience
48 Pro Tip: Manage Your Locations on Google Maps
49 Gameday Parking Convenience: Mercedes-Benz Stadium Stadium that holds 75,000 people was only built with 4000 parking spots We formed partnerships with 50 parking facilities around the stadium to sell gameday inventory Fans can buy single game and full season parking passes Waze directs parkers to the ramp of the parking location, reducing congestion around the stadium Stadium also promoted alternative forms of transportation Lyft, MARTA, bicycles
50 Effective Communication of Mobility Options
51 Mercedes-Benz Parking Website
52 Map View of Parking Options Rings show the walking distance to the stadium
53 Filtering Options Filter by price, proximity or location
54 Lot Details Full lot description Amenities Link to Waze directions
55 Results 70% of people who drive to a game, reserve parking in advance #2 in arrival experience for the NFL/MLS
THANK YOU! JEFF PERKINS JEFF.PERKINS@PARKMOBILE.IO

More Related Content

Consumer Experience Management: The Key to Growth in Parking

  • 1. Consumer Experience Management: The Key to Growth in Parking NPA October 2019 Jeff Perkins, CMO ParkMobile
  • 2. 2 Keep in Touch Email: jeff.perkins@parkmobile.io LinkedIn: https://www.linkedin.com/in/jeffperkins1/ Twitter: @jeffperkins8
  • 3. 3 16 Million+ USERS NATIONWIDE 400+ CITIES & MUNICIPALITIES 125+ UNIVERSITIES 20+ AIRPORTS 9 Million+ MONTHLY TRANSACTIONS 84% OF THE TOP 100 METRO AREAS Ranked #3 in the Navigation category of the app store only behind Waze and Google Maps Adopted by over 1 in 14 U.S. drivers 27% of users engage with the app as they travel to different markets PARKMOBILE BY THE NUMBERS
  • 4. 4 Part of a Global Mobility Company Parking | Charging | Ride Sharing | Ride Hailing | Transit
  • 6. 6 ParkMobile 360 Analytics, Rate & Policy Management Solution Webinar October 30th at 2pm EST Register Here: https://business.parkmobile.io/webinar_parkmobile360
  • 7. 7 The ParkMobile Pulse Newsletter Register for the Pulse here: https://business.parkmobile.io/pulse
  • 8. 16 Million Users WITH MORE THAN PARKMOBILE HAS A LOT OF KNOWLEDGE ABOUT PARKERS
  • 10. 10 What one word would you use to describe parking?
  • 11. 11 PainHardExpensiveHeadache Convenient Great HassleTediousNecessary Painful AnnoyingInconvenient EasyParking FrustratingNecessity Stressful DifficultHectic Challenging
  • 12. 12 What is the top factor when it comes to parking? Safety Convenience to my location Cost Amenities Attendant on duty
  • 13. 13 Convenience, Price and Safety are the top 3 factors when it comes to parking Other (please specify) Attendant on duty Amenities (covered garage, handicapped accessible, security cameras) Cost Convenience to my location Safety 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Parking Behavior Survey, September 2018: What are the key factors when deciding where to park?
  • 14. 14 What do type of parking do people prefer? On-street Open surface lot Gated garage Valet
  • 15. 15 Most prefer on-street parking to lots and garages In a spot on the street In an open surface parking lot In a gated garage Valet parking Other (please specify) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: Parking Behavior Survey, September 2018: When you are in a location where you have to pay for parking, where do you prefer to park?
  • 16. 16 What is the biggest frustration with parking?
  • 17. 17 Everything about parking sucks Technical difficulties at the meter Having to run back and feed the meter You can only pay with cash or coins Getting a parking ticket The price is too high Parking time limitations Being able to find an open spot 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% But, finding on-street parking is also one of the biggest frustrations 77% Being able to find open parking is the biggest frustration Source: Parking Behavior Survey, September 2018: What are your top 3 biggest frustrations with parking?
  • 18. 18 People are very interested in an app that would show them where the available spots are nearby Source: Parking Behavior Survey, September 2018: How interested would you be in an app that showed you where available on-street parking spots are in your area? Not at all interested Not so interested Somewhat interested Very interested Extremely interested 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 80% are very to extremely interested
  • 19. 19 What percentage of people would park more than 村 mile away from their destination to save money?
  • 20. 20 People arent willing to park far away from their destination to save money Source: Parking Behavior Survey, September 2018: How far would you park away from your destination in order to save money on parking? Over 1 mile 1 mile 3/4 of a mile 1/2 of a mile 1/4 of a mile 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 70% Would walk only 村 mile at most
  • 21. 21 Tip: Have good lot/garage signage
  • 22. 22 How long have people had a mobile parking app on their phone? Less than 1 year 1-2 years 3-4 years 5+ years
  • 23. 23 Mobile Parking Apps are still relatively new to consumers Source: Parking Behavior Survey, September 2018: How long have you been using a mobile app to pay for parking? +5 years 3-4 years 1-2 years Less than 1 year 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 76% of mobile parking app users have only been using the app for 2 years or less
  • 24. 24 What percentage of mobile parking app users are over the age of 50?
  • 25. 25 17 or younger 18-20 21-29 30-39 40-49 50-59 60 or older 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Mobile Parking Apps are not just for young people anymore Source: Parking Behavior Survey, September 2018: What is your age? 38% of mobile app users are 50+
  • 26. 26 How often do people use a mobile parking app? Every day A few times a week Once a week A few times a month Once a month Less than once a month
  • 27. 27 People use the mobile app frequently Source: Parking Behavior Survey, September 2018: How many times a month do you pay for parking? Every day A few times a week About once a week A few times a month Once a month Less than once a month 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 75% Use an app to park at least a few times each month
  • 28. 28 Do people prefer to pay at the kiosk/meter or with the parking app?
  • 29. 29 People who have used a mobile app to pay for parking, generally prefer it Source: Parking Behavior Survey, September 2018: What is your preferred method of paying for parking? Calling an 800 number Other (please specify) Paying an attendant Cash/coins at a meter Credit card at a meter or kisok Mobile app 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 76% Prefer to pay for parking with a mobile app to other methods
  • 30. 30 100% - I pay with an app every time I park 75% - I pay with an app most of the time 50% - I pay with an app half of the time 25% - I don't pay with an app very often 0% - I almost never pay with an app 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% And pay with the app most of the time. Source: Parking Behavior Survey, September 2018: How often do you pay for parking with an app versus paying at a meter or kiosk? 81% Pay for parking with a mobile app at least half of the time
  • 31. 31 Not using the app is usually caused by situations where the app is not accepted Source: Parking Behavior Survey, September 2018: What is the main reason you would NOT pay with an app, but would pay at the meter or kiosk? Sometimes I just prefer to pay at the meter I get nervous paying with the app and I worry that I will get a ticket Other (please specify) I did not have the correct parking app on my phone and I didn't want to download a new one Paying at the meter was less expensive My app was not working at the time Paying by app was not accepted at the location 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • 32. 32 People have confidence paying by app Source: Parking Behavior Survey, September 2018: What is the main reason you would NOT pay with an app, but would pay at the meter or kiosk? Sometimes I just prefer to pay at the meter I get nervous paying with the app and I worry that I will get a ticket Other (please specify) I did not have the correct parking app on my phone and I didn't want to download a new one Paying at the meter was less expensive My app was not working at the time Paying by app was not accepted at the location 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Only 4% of respondents were nervous about getting a ticket when using a mobile app
  • 33. 33 What is the #1 feature of a mobile parking app?
  • 34. 34 Why people use mobile apps for parking 1. Extend time remotely 2. Dont have to worry about coins for the meter 3. Skip the meter 4. Alerts that let you know when your parking session will expire 5. Find your way back to your car 6. See the streets around you where you can use the app to park 7. Avoid standing in line at a parking kiosk 8. Track all your recent parking activity 9. Save your favorite locations in the app
  • 35. 35 People are extending time frequently Source: Parking Behavior Survey, September 2018: When you park with a mobile app, how often will you extend the time of your parking session from the app? Always Usually Sometimes Rarely Never 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Will extend at least sometimes
  • 36. 36 How many mobile parking apps do people have on their phone?
  • 37. 37 While there are multiple parking apps, most only have one on their phone Source: Parking Behavior Survey, September 2018: How many different parking apps do you have on your phone? 1 2 3 4 5+ 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 63% Only have 1 parking app on their phone
  • 38. 38 Do people know they can make a parking reservation?
  • 39. 39 Most people are not aware that you can make parking reservations with an app Source: Parking Reservations Survey, July 2018: Did you know ParkMobile lets you make parking reservations in garages in your area? No Yes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • 40. 40 But they are very interested in making a reservation Source: Parking Reservations Survey, July 2018: Would you be interested in making a parking reservation using ParkMobile? Extremely interested Very interested Somewhat interested Not so interested Not at all interested 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 76% are at least Somewhat Interested in parking reservations
  • 41. 41 ACME GARAGE 1107 Peachtree Avenue 13:12:01 25:09:2018 Space: 2381 Paid: 5.00 PARKING TICKET Now Accepting ParkMobile Reservations! Garage Signage Garage Parking Ticket
  • 42. 42 What percentage of ParkMobile users are also using other mobility services?
  • 43. 43 ParkMobile users are using a range of mobility services Source: ParkMobile Mobility Survey, April 2019 55% are using public transit 54% are using ride-hailing services 40% are using scooters and e-bikes 31% are using car sharing services
  • 44. 44 What percentage of ParkMobile users are using multiple mobility services in a given day?
  • 45. 45 And they use them together Source: ParkMobile Mobility Survey, April 2019, 561 respondents use multiple mobility services in a given day Use or would use multiple mobility services when navigating to a single destination
  • 46. 46 Key Takeaway Creating a better parking experience is all about providing more convenience for the consumer
  • 47. 47 Things You Can Do Effectively communication: Good signage at the parking location and provide information online Leverage new technologies like mobile apps to provide more convenience
  • 48. 48 Pro Tip: Manage Your Locations on Google Maps
  • 49. 49 Gameday Parking Convenience: Mercedes-Benz Stadium Stadium that holds 75,000 people was only built with 4000 parking spots We formed partnerships with 50 parking facilities around the stadium to sell gameday inventory Fans can buy single game and full season parking passes Waze directs parkers to the ramp of the parking location, reducing congestion around the stadium Stadium also promoted alternative forms of transportation Lyft, MARTA, bicycles
  • 50. 50 Effective Communication of Mobility Options
  • 52. 52 Map View of Parking Options Rings show the walking distance to the stadium
  • 53. 53 Filtering Options Filter by price, proximity or location
  • 54. 54 Lot Details Full lot description Amenities Link to Waze directions
  • 55. 55 Results 70% of people who drive to a game, reserve parking in advance #2 in arrival experience for the NFL/MLS

Editor's Notes

  • #2: Jeff intro
  • #4: Jeff
  • #9: As Jeff mentioned, ParkMobile connects 1 in 15 driver in the US to parking and mobility services in over 500 cities, on street and off And with more than 500,000 new drivers joining each month, they are looking for better ways to get from A to B We know this because we asked them, and what we found out was pretty interesting.
  • #12: Generally, people dont use the most flattering terms to describe parking.
  • #14: Implication Price is important. But its not the only thing to promote. Operators should focus on a convenience message in signage and marketing 5 minute walk to the stadium, Closest garage to nearby attractions, etc
  • #16: On-street parking has the perception of convenience and cost. Operators could get on-street parkers into their lots with messaging $8 for 6 hours. cheaper than parking on the street
  • #28: 28% parking everyday to a few times a week
  • #33: In the past, people were nervous using a mobile app because there was no printed ticket to put on the dashboard, confirming you paid. It seems this mindset has faded and people are confident paying for parking on an app.
  • #38: This is an important consideration for cities considering a white label. If you do a whitelable, make sure you clearly state that ParkMobile accepted
  • #41: Good opportunity to promote reservations in the garage on tickets and with signage.
  • #44: One of the most interesting things is that our users, who by definition own or have access to a car, are ALREADY using a range of mobility services well beyond their personal vehicle. Infact... (next slide)
  • #46: Our users are using them not in isolation, but together. (Site stats on slide) So in essence... (next slide)