Funlab, a leader in entertainment and leisure, recognized the potential of data-driven strategies to enhance their marketing and brand initiatives. With the goal of leveraging data to understand the impact of their brand and campaigns, Funlab aimed to derive actionable insights that would benefit both their business and their consumers.
Fun and functional experiences go digital
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Increase in Digital Revenue
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Increase in Digital Visits
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Increase in Conversion for Booking Flow
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Design System Components, Shared Among 8 Brands
The Challenge
During the COVID-19 pandemic, Funlab experienced a positive shift in consumer behavior towards their online presence and sales. This unexpected change highlighted the importance of their digital channels and prompted Funlab to focus on rebuilding their online sales funnel. They sought to use both qualitative and quantitative customer data to create an optimized online experience that mirrored the engaging and immersive experiences of their physical venues.
Funlab's three key objectives were:
- Experience: To recreate the physical experiences of Funlab in the digital world, ensuring a frictionless and engaging digital journey for their customers.
- Optimization: To maximize value by never wasting a single opportunity to convert new guests.
- Data: To achieve a 360-degree view of their guests, enabling actionable data to drive value for the brand and enhance guest experiences.
Solution
To achieve these objectives, Funlab partnered with Merkle Australia, a leading customer experience management company. Merkle understood Funlab's ambition for growth and scalability both within Australia and globally. The collaboration between Funlab and Merkle focused on developing a robust digital foundation that would support their ambitious goals.
Developing a Flexible CMS System | One of the critical components of this transformation was the development of a flexible content management system (CMS). The new CMS was modular-based, allowing Funlab to easily create and manage multiple websites within the Funlab ecosystem. This modular approach ensured that the CMS could scale with the brand's growth and adapt to various marketing needs.
Optimizing the Booking Flow | In addition to rebuilding the CMS, the collaboration also focused on optimizing the booking flow for Funlab's online platforms. The objective was to create a seamless and user-friendly booking experience that aligned with customer expectations. By understanding customer preferences and pain points, Funlab and Merkle worked to enhance the booking process, making it more intuitive and efficient.
Integrating Salesforce for a Unified View | To bridge the gaps in their data sources and achieve a comprehensive view of their guests, Funlab integrated Salesforce into their digital ecosystem. This integration enabled Funlab to connect previously siloed information, providing a 360-degree view of their guests. With this unified data, Funlab could make more informed decisions and tailor their marketing efforts to better meet customer needs.
Results
The collaboration between Funlab and Merkle yielded significant results, transforming Funlab's digital presence and enhancing their overall business performance.
Uplift in Bookings | The optimized booking flow led to a substantial increase in online bookings. By creating a more user-friendly and efficient booking process, Funlab was able to convert more website visitors into paying customers.
Enhanced Data Integration | With the integration of Salesforce, Funlab successfully connected their disparate data sources. This integration provided a holistic view of their guests, allowing Funlab to better understand customer behavior and preferences. The 360-degree view of guests enabled Funlab to create more personalized and effective marketing campaigns.
Development of the Fun Pass | As part of their digital transformation, Funlab developed a new product called the Fun Pass. This subscription-based offering provided customers with exclusive access to Funlab's attractions and events. The Fun Pass not only drove customer loyalty but also increased guest lifetime value by encouraging repeat visits.
Impressive Growth Metrics
The digital transformation efforts led to remarkable growth metrics for Funlab:
100% Increase in Online Visitation: The enhanced digital experience attracted more visitors to Funlab's online platforms.
200% Growth in Online Revenue: The optimized booking flow and improved customer journey contributed to a significant increase in online sales.
69% Increase in Online Conversion Rate: The user-friendly booking process and personalized marketing efforts resulted in a higher conversion rate, turning more visitors into customers.
Innovating to Impact
Funlab's partnership with Merkle Australia exemplifies the transformative power of data-driven strategies and innovative digital solutions. By focusing on customer experience, optimization, and data integration, Funlab successfully navigated the challenges brought about by the pandemic and positioned themselves for sustainable growth.
The case study underscores the importance of a holistic approach to digital transformation. By addressing both technical and experiential aspects, Funlab was able to create a seamless and engaging digital journey for their customers. The collaboration with Merkle Australia not only improved Funlab's online presence but also provided a strong foundation for future growth and innovation.
As businesses continue to navigate an increasingly digital landscape, Funlab's success story serves as a valuable example of how data and technology can drive meaningful transformation and deliver exceptional customer experiences.
Merkle Australia Tabcorp
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