Kristiansand Zoo and Amusement Park has inspired young and old for more than 50 years. Not only because of the zoo’s impressive number of species and unique attractions such as 'Captain Sabertooth World', but also because of the exciting Water Park, unique types of accommodation, all offering unforgettable adventures.

Services
Engagement & Loyalty, Platform & Engineering, Experience & Technology strategy.

Industry
Travel & Hospitality, Entertainment 

Market
Norway

Challenge

Kristiansand Zoo and Amusement Park have been continually developing their experiences to surpass expectations each visit. This included leveraging digital channels to supplement the experience. As digital touchpoints grew, so did the demand for a system that could handle the complex mix of messages and channels, automating both transactional and commercial content at scale. Current systems, however, were not able to keep up.

The park’s marketeers were struggling with a fragmented landscape of tools that lacked integration to deliver relevant and personalised experiences across digital channels. Operations required lots of manual work to reach customers during an already packed high-season. Vital data was unavailable to marketeers (in a single profile to activate from) and they were unable to leverage their app to boost sales and pre-visit experiences. All resulting in lagging digital experiences.

Approach

Working closely with key stakeholders and end-users, we assessed what technical capability was required to fulfil their ambitions with an improved experience for both visors and users. Thorough process unanimously selected Braze as best fitting solution to help Dyreparken fulfil their ambitions.

To assure relevant data like purchases etc. are made available swiftly, we collaborated tightly with their ERP technology partner to integrate both systems. Similarly, we collaborated closely with their development partner to integrate using the SDK to deliver highly personalised experiences in their app.

End-users were enabled from the start to make sure marketeers at Dyreparken learned to harness the power of Braze as tool where they can autonomously work with and unleash their creativity. This was established working closely together on the more complex configurations and training key-users properly.

Going forward the Dyreparken team is enabled to scale the use of Braze trough new campaigns and having the support from Merkle to expand into new channels and use data to deliver highly personalised experiences in digital that live up to the amazing physical experience in the parks.

Results

• 7,9% of messages converted to sell unsold seats during high season, targeted to visitors who did not book the show yet.
• 3,5% of messages converted cross & up-selling relevant experience after purchase e.g. to prolong your stay or include accommodation, etc.
• Improved deliverability of e-mail, increased the open rate and eliminated being reported as spam.
• Lowered the amount of support tickets requested from customers due to better and more relevant communications related to their visit.
• Increased team productivity by eliminating operational tasks with automated processes in Braze.
• Enabled the Dyreparken team to create omni-channel campaigns including push, app personalization and e-mail with ease.

Dyreparken is now able to deliver an experience in digital channels that matches and complements the amazing experience in the park.