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Allowing customers to avoid standing in the freezing colde to see Father Christmas in Greenwich, by instead allowing them to join a virtual queue until texted when father Christmas was ready to see them proved to be a great success.
Time waiting outside in the cold was reduced by 92% - that's 1 hour and 52 minutes. And even Father Christmas/Santa was much happier to know that the children were enjoying their wait in nearby cosy restaurant.
The service was better than using a booking system for Santa because it encourage families to come to the Grotto and then head to shop or restaurant, promoting business in the local area.