FuseMetrix, a leisure management software provider, has introduced a unified, flexible platform to Twycross Zoo, built around the visitor.
Twycross Zoo is a prominent UK visitor attraction and conservation charity. With a decades-long history and a strong sector reputation, it draws hundreds of thousands of visitors annually and is a significant player in UK conservation initiatives.
However, it faced the growing challenge of modernising its guest experience while juggling fragmented legacy systems, inefficient ticketing processes, and clunky operational workflows.
Twycross Zoo's colourful entrance welcomes visitors as they begin their day out at the popular UK attractionImage courtesy of FuseMetrix
As part of a broader digital transformation effort, they collaborated with FuseMetrix to deploy a unified, versatile, and robust system that centrally manages all aspects of visitor management.
Solving key challenges
The zoo's key requirements encompassed ticketing, Gift Aid management, retail, F&B, memberships, and marketing. The goal was to create a streamlined, scalable platform for Twycross Zoo that enhanced internal efficiency and set the stage for future expansion.
FuseMetrix delivered Twycross a comprehensive visitor management platform that consolidates all aspects of the guest experience into a single system.
This achieved the core aim of simplifying how visitors engage with the zoo, whether it's purchasing tickets, activating memberships, or getting personalised marketing messages.
The capabilities delivered included a seamless online booking experience for day tickets and memberships, integrated Gift Aid tools with real-time monitoring dashboards, and a consolidated CRM and marketing automation system that eliminated the need for third-party integrations.
Families enjoy a sunny day out at Twycross Zoo, which is home to over 500 animals from more than 125 speciesImage courtesy of FuseMetrix
Additionally, the project streamlined EPOS for both retail and food & beverage operations, provided real-time reporting and insights across all guest touchpoints, and ensured dedicated account management with ongoing development efforts to continuously enhance the system.
The FuseMetrix team collaborated closely with Twycross to tailor the system precisely to its operational requirements. They held bi-weekly calls, provided structured account management, and assisted the internal team in completing their onboarding process.
The impact
One of the most significant and immediate improvements was at the gates. Previously, busy weekends caused long check-in queues that extended into the car park, reducing visitors' time to enjoy Twycross Zoo’s attractions. Since implementing FuseMetrix, the zoo now processes thousands of visitors daily with minimal delays.
Both the Twycross Zoo staff and guests immediately noticed and appreciated this change after going live.
“They can now get thousands of guests through the door without you even noticing,” says Darren Darkins, FuseMetrix CEO. “That’s transformational and exactly the kind of thing other zoos and attractions are now coming to us for.”
During implementation, a primary goal was to enhance the onboarding process for new members. Previously, customers frequently encountered difficulties activating their memberships, leading to many customer support enquiries.
Now, the experience feels more intuitive. Transactions are faster, the membership process has become simpler, and customer care teams have experienced fewer calls regarding activation issues.
An Amur snow leopard cub, one of the world's rarest big cats, who was born at Twycross Zoo in 2016Image courtesy of Twycross Zoo
Like any charity, Gift Aid is fundamental to the operation; however, Twycross Zoo has historically faced challenges in accurately tracking it. With FuseMetrix, the back office team can now effectively track and monitor Gift Aid conversion rates.
This improvement has simplified performance measurement and allowed the team to optimise the donation process.
The most notable operational change has been centralising all functions—ticketing, F&B, retail, memberships, and marketing—under one roof. Previously, Twycross relied on several vendors and systems, which often led to duplicative efforts and paying for redundant features.
“Just by replacing those fragmented systems with a single platform, they’re making a considerable monthly saving,” says the FuseMetrix team. “We’re not trying to be the cheapest system, but we offer incredible value for money because it’s all in one place.”
A true partnership
The partnership between FuseMetrix and Twycross Zoo is notable not only for its technical achievements but also for the collaborative effort of both teams throughout the process.
“They had a real vision,” says Darkins. “And it’s been a pleasure to help them bring it to life.”
Craig Watson, finance director at Twycross Zoo, adds: “What really makes Fuse different is the way they engage.
"When something doesn’t quite work, they ask the right questions to understand what we’re trying to achieve, and then they figure out how to deliver it. Sometimes, they even suggest a better way to do it than we had in mind.”
FuseMetrix is assisting Twycross in preparing for the deployment of self-service kiosks and a new accommodation booking system.
FuseMetrix has brought a more streamlined guest journey to Twycross Zoo, meaning that guests now experience fewer queues on entry Image courtesy of FuseMetrix
Craig Dunkerley, Twycross Zoo CEO, says: “Having worked in the attractions industry for 30 years and seen and worked with all types of ticketing and data systems, whilst experiencing the same frustrations and barriers as an operator, that can be common, FuseMetrix is a game changer for small to medium-sized attractions and companies.
"The flexibility, support, and nimbleness with which changes can be made to tailor the system to your needs and drive a better guest journey, as well as maximise revenue, is market-leading.
"Whilst also dealing with commercial sales, CRM functions, annual tickets, and other business functions, giving a one-stop shop that is also cost-effective, with a team behind it who are refreshing and supportive, means it’s a must-have conversation if you’re looking for something different.”
Meet the FuseMetrix team
FuseMetrix will be exhibiting at the upcoming BIAZA (The British and Irish Association of Zoos and Aquariums) Annual Conference, taking place at RZSS Edinburgh from 9 - 11 June.
Attendees can meet the team and learn more about its solutions during the event, and can also arrange a meeting in advance via email.
Earlier this year, FuseMetrix announced that it had received a strategic growth investment from Azlin Software, a vertical software platform that acquires and grows mission-driven B2B software companies over the long term.
