Rich Steers is the Chief Product Officer for ROLLER Software, and in this conversation, we focus on the importance of a seamless online experience that leads to higher revenue, higher per capita spending, and reduced friction within your operation. Rich shares several guidelines for what venue operators should be thinking about when wanting to create the seamless online experience for their guests, which starts when you stop thinking like an operator, and start thinking like a guest. Go through your own purchase process and seek guidance from those around you to identify any possible pain points that might slow it down or turn away a guest from purchasing altogether. We also cover how the best online experience leads to an even better arrival experience, and how operators should be thinking about the best ways to captivate audiences on their mobile devices, as mobile continues to gain a higher percentage of your guests’ overall transactions.