Attractions.io, a leading creator of mobile visitor apps, has announced an updated set of user segmentation tools for attractions management.
With the launch of the firm’s improved User Segmentation module, operators can filter users as part of the platform’s core app package. Teams can now view visitors related to specific actions, visit information and usage patterns, providing a better understanding of consumer behaviour on-site.
Segments can be exported for marketing teams to utilise with targeting advertising campaigns and promotions that cater to the requirements of individual guests. As a result, guests feel appreciated, the brand relationship is developed and commercial yields have the potential to increase.
Influence spend and satisfaction
The firm says guests are more prone to engage with targeted offers and upsells, especially those that resonate with their experience expectations.
Attractions.io’s head of product Peter O’Dare says: “By creating and exporting segments in Connect, Attractions.io’s management console, operators can increase their understanding of guests’ behaviour and make data-driven optimisations to influence spend, satisfaction and revisitation.”
“Unlike web analytics and user survey data, user segmentation allows marketers to understand what each user has experienced at the attraction during their visit. Once they know this, the marketing team can be more targeted and personalised with messaging and foster a closer connection with guests.”
Attractions.io is the guest experience platform that powers mobile apps for clients including Butlin’s, Merlin Entertainments, and the PGA Championship.
Listening to marketers
The core solution, based on a guest-facing mobile application, also comprises GPS-enabled wayfinding, interactive itinerary planning and in-app messaging. Operations teams can also access Connect, a CMS and analytics platform by Attractions.io that provides tools to interpret and influence visitor behaviour from a single platform.
CEO & founder Mark Locker says: “We spoke to industry marketers, and many told us they struggle to influence the on-park experience, particularly secondary spending, with the same effectiveness as they can influence the pre-visit experience using digital marketing tactics like personalisation and re-targeting.
“The new tools will bridge the gap between these on and offline spaces, giving attractions an effective way of collating behavioural data and using it to drive real-world results.”
Attractions.io’s platform has been used by over fifty attractions and four million guests worldwide to date. The mobile app system has benefited from an encouraging start to the year, adding global destinations such as Chester Zoo, Heide Park, Knoebels Amusement Resort and Legoland Korea to its portfolio.
Marwell Zoo is another destination which recently received its own mobile app, with the 140-acre zoological park attracting more than 500,000 visitors each year.
