Sonaal Chopra is the group chief executive officer of The Entertainment and Education Group (TEEG). Based in Singapore, TEEG has more than 320 family entertainment centre (FEC) attractions in seven countries. It welcomes more than 10 million visitors annually. According to Chopra, one in 50 Australians would have visited a TEEG Timezone venue in 2021. In his role at TEEG, he oversees more than 6,000 employees.
Speaking at the IAAPA Expo Asia 2022, Chopra explained that when attractions around the world closed in response to the pandemic, his team looked into big data at all of their FECs. They then explored how they could use the information for growth. “We focused on our digital strategy. We analysed our guests, we spent time undertaking their behaviour, their play patterns,” said Chopra. “We launched our mobile app, which is part of our CRM strategy, too. We really feel this is the gold standard of engagement with our guests and a good ecommerce tool.”
Chopra has more than 20 years of experience in the multi-chain retail and entertainment industry across Asia-Pacific. He has held key leadership roles for Timezone, operating more than 200 locations. Before working at Timezone, he was part of the original team at Sify, where he was responsible for building and franchising 3,500 internet stores across India over three years.
He regularly speaks at industry events and conferences, and was an exam writer for IAAPA Professional Certification Programmes (ICAP, ICAE). Chopra also served as an advisory board member for EGN Singapore (Executives’ Global Network).