Paignton Zoo

Prior to Purple

Each of the tourist attractions wanted to improve the overall visitor experience, and the management team felt that offering fast, free public WiFi would help make the experience more enjoyable and interactive for guests, as they would be able to post, share, and upload pictures.

Being able to acquire data and insights about the individuals visiting each of their zoos was of particular interest to the customer. The venues sought a WiFi platform that would allow them to interact with guests more effectively and equip them with all the essential data needed to distribute promotional material.

Exploring New Possibilities

Purple went live at Paignton Zoo in late 2016, followed shortly by Newquay Zoo and Living Coasts. The platform has collected over 25,000 lines of active customer data, and visitors at each site have been noticeably happier as they can easily get online, share pictures with the animals, and ‘check in’ on social media.

Paignton Zoo has proven to be the most popular site, and the average user accesses the WiFi for almost an hour during their visit, with 40% of users aged 24 and under. Given that a significant proportion of these users fall into the 18-and-under age category, it demonstrates the need for secure content filtering, which has been made available by Purple and Acronyms.

Each visitor attraction is now able to capture the email addresses and demographics of everyone who logs into the WiFi. The demographic information includes their age, gender, interests, location, the amount of time they spend at each venue, and the frequency of their visits. By having access to this type of information, the marketing team can develop communications and offers accordingly. With Purple, they can even set up automated emails that include coupons and rewards for customers who have visited the site a certain number of times.

On each venue’s WiFi login page, it clearly states that the email address used to sign in will be added to the zoo’s mailing list. All the customer data collected by Purple is exported into their own CRM system, and communications are regularly sent to those who have visited the family attractions.

Louise adds: “All customer data is presented to us on a really easy-to-use, visual platform, allowing us to review and plan for future marketing campaigns.”