Walkabout reveals digital shake-up

Walkabout1-300x204Australian-themed bar chain Walkabout has revealed its digital overhaul – implemented by agency Spinnaker – which includes a shake-up of social media, email, search and mobile activities, and is backed by a major marketing database.
It is claimed the new digital infrastructure will revolutionise Walkabout’s understanding of its customers and the way that it talks to them.
The new booking system will allow customers to book and reserve booths and tables online for key sport and party events, plus their own celebrations.
Meanwhile the mobile and search-optimised website will ensure customers can easily access brand information and bookings from whichever device they are using – whether desktop, tablet or mobile.
Backed by a new single customer view database –powered by software provider Alchemetrics – Walkabout has been able to consolidate data sources from across its 35-outlet estate.
And in conjunction with an enhanced CRM programme, which includes a new customer segmentation and contact strategy, the system will allow Walkabout to send more personalised, relevant and timely communications, based on customer preferences.
Spinnaker and Alchemetrics were appointed by Intertain in April this year, following a four-stage pitch process.
Intertain chief operating officer Simon Kaye said: “Spinnaker’s digital strategy is revolutionising what we know about our customers and the way we talk to them. We truly believe this will deliver powerful ROI for our business.”

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