Merlin plots digital overhaul for single customer view

legolandMerlin Entertainments, the company which runs Alton Towers in the UK as well as Legoland and Madame Tussauds across international markets, is aiming to boost its customer engagement strategy by creating a single web and marketing automation platform across its attractions business.

As part of the move, Isobar Nordics will unify 140 separate websites to ensure that each of Merlin’s businesses has its own distinct platform yet a shared tone of voice.

According to the agency’s chief executive Martin Bochineck, the overhaul will enable the company to recognise customers from across the different parts of the business, effectively bringing in a single customer view.

He added: “Merlin understand the need to think in a holistic way about customer journeys – and the need to invest in a technology platform built to support this way of thinking.”

Merlin will launch its first website on the new platform at the end of November.

The overhaul comes just weeks after Merlin signed a deal with with payments platform Adyen to consolidate its payments experience across more than 130 attractions in 25 countries around the world.

At the time, Merlin chief digital marketing and information officer Mark Allsop said the deal will enhance guest experiences.

He added: “With Adyen accepting transactions from all channels, whether that be ecommerce, mobile, point of sale, kiosk or wearables, our guests get shorter wait times, faster entry to attractions and convenient payments with a simple tap or swipe.

“The new payment solutions form part of our wider strategy to improve loyalty, drive revenue and continue to deliver high guest satisfaction across our resorts.”

Merlin said that customer experience is the central focus for its guests. Payments can form a big part of that overall experience, reducing wait times for food, faster admissions to attractions and a range of payment alternatives to suit foreign tourists.

In the summer, Merlin hired Britvic global category director at Ash Tailor as global brand director for Legoland. Along with responsibility for global marketing and brand development of Legoland’s global network of parks and Discovery Centres, he will be Merlin’s principal relationship partner with the Lego Group.

Meanwhile, Costa global brand and insight director Matthew Williams joined as global brand director for Midway Attractions, the division of Merlin including Sea Life, The Dungeons and the London Eye.

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