using technology to increase guest engagement · increase visitor retention. many zoos and...

- 1 -CONNECT&GO ZOOS AND AQUARIUMS 2019

Many ZOOs and Aquariums are looking for innovative ways to encourage guests to visit their facilities and share the experience with friends and family. Consumer loyalty is extremely valuable for attractions that depend on ticket sales for a significant portion of revenue. With so many options for outings and activities, it can be challenging for ZOOs and aquariums to stand out as a top pick for consumers.

Using Technology to Increase

GUEST ENGAGEMENT

AT ZOOS AND AQUARIUMS


RFID technology can be used to streamline the guest experience while also gathering informative data that can be used for future marketing plans, loyalty programs and facility development.

Many operators are now turning to digital solutions to enhance

the guest experience at their ZOO or aquarium – these

innovative solutions also allow ZOO and aquarium operators

to gain insight into consumer behaviors and preferences. RFID

technology can be used to streamline the guest experience

while also gathering informative data that can be used for future

marketing plans, loyalty programs and facility development.


Parent and child wristbands can also be paired, adding another layer of security for families visiting the ZOO or aquarium.

CONVENIENCE IS KEYGuests appreciate anything that will make their visit to the ZOO or aquarium easier and more

frictionless. RFID wristbands serve as a convenient option for access control at busy attractions.

Guests simply need to provide their information once at registration, and can then scan throughout the

facility to gain access to various areas. Wristbands are more secure, and less cumbersome, than printed

tickets. Parent and child wristbands can also be paired, adding another layer of security for families

visiting the ZOO or aquarium. If a child gets lost, a staff member can simply scan their wristband

to have the parents notified immediately.

Guests can also scan their wristbands to make cashless

payments and participate in games and activations on site.

A connected RFID wristband is a comprehensive solution that

allows the guest to manage their entire experience with one

simple tool. Wristbands can be used by guests of all ages, and

there is no need to download an application or even have

a mobile device on hand. By simplifying the guest experience,

the ZOO or aquarium is demonstrating a willingness to put

the interests of their guests first; this goes a long way towards

developing a deeper connection with consumers of all ages. 1


VALUABLE INSIGHTUsing RFID technology, ZOO and aquarium operators can benefit from a unique opportunity

to learn more about their guests. The registration form associated with each RFID wristband

contains key demographic information that can be used to gain a better understanding of who

each guest is and what their key interests are. Consumer behavior data can be analyzed and used

for strategic marketing plans and new initiatives to increase visitor retention. While it is important

for ZOOs and aquariums to encourage guests to visit their facilities, it is equally important that

the guest feels engaged throughout the experience and thereby more likely to visit again.

Consumer behavior data can be analyzed and used for strategic marketing plans and new initiatives to increase visitor retention.

Many ZOOs and aquariums are discovering that education is

a motivating factor for visitors at their attractions. Interactive

and educational games are being developed to reach today’s

tech-savvy consumers in a way that makes sense for them.

“The importance of visitor retention should not be diminished.

While an enriching environment is imperative to promoting true

learning, the best educational situations in the world will not

lead to learning unless the visitor spends some time engaging

with the exhibition in which they are present.” Guests of all

ages can use their RFID wristbands to participate in educational

scavenger hunts, trivia contests and more by simply scanning

at various touch points throughout the ZOO or aquarium. By

sharing content that drives both educational and conservation-

based messaging, the facility not only provides an opportunity

for learning, but also establishes a sense of interest and

commitment with each guest.

1 Interactive Technology in the Modern Zoo and Aquarium, Drew Heyward, South Carolina Aquarium. https://nairegion3.wordpress.com/2015/03/17/interactive-technology-in-the-modern-zoo-and-aquarium/


Loyalty-based programs can be developed to encourage a

long-lasting connection between the guest and the ZOO or

aquarium. Guests can specify a particular area of interest – for

example, the well-being of giraffes in Africa – and then go on

to receive information about this particular topic sent directly

to them via email. As part of the loyalty program, guests can

be given the opportunity to donate to a cause that aligns with

their personal area of interest, as well as a chance to participate

in exciting contests that bring them even closer to the species

they admire. Guests can be encouraged to share their own

experiences within the ZOO or aquarium community.

This type of relationship building allows guests to not only

dive deeper into areas of interest and to learn more about the

species that fascinate them, but to also enjoy being a part of

a larger community with shared interests. Starting from a very

young age, guests can become personally invested in the ZOO

or aquarium and its broader mission to share knowledge and

develop conservation initiatives.


ENCOURAGING INTERACTIVITY While RFID technology is commonly used for ticketing, access and payments, it can also be used

to increase guest engagement at ZOOs and aquariums. Information kiosks offer a simple way for

guests to receive information about a particular animal or exhibit. Guests scan at the kiosk to read

the info directly or to request to have it sent via email. This simple way of sharing information has

proven to be more convenient for today’s ZOO and aquarium visitors. “We don’t often read the

description written next to the fish tank, but perhaps the touch screen will make it more enjoyable

to read the information.”2

Because each RFID wristband is associated with a guest’s

personal profile, information can be shared based on

age-appropriate content. When a guest scans at the kiosk,

a selection of information will be made available according

to that guest’s age range, specified interests etc. This is a great

way to personalize the experience at the ZOO or aquarium;

each guest feels that his or her own needs and interests are

being taken into consideration.

Games and contests can also be developed to encourage

guests to move around the entire facility and discover areas

and exhibits they may have otherwise missed. Establishing

a point system is an excellent way to encourage engagement

as guests earn valuable points each time they scan. Points can

be redeemed for prizes or discounts at snack or merchandise

vendors. Guests take an active role in their experience at the

ZOO or aquarium; and are also encouraged to spend more

during their visit and to return for future visits. Incorporating

RFID technology can open additional revenue opportunities

for the ZOO or aquarium while also providing consumers with

a rewards system they will enjoy.

We don’t often read the description written next to the fish tank, but perhaps the touch screen will make it more enjoyable to read the information.2“ ”

2 https://web-japan.org/kidsweb/hitech/17/aquariums.html. (Kids Web Japan).


A DEEPER CONNECTION In today’s digital world, it can be difficult to establish a deep emotional connection with consumers.

Marketing professionals know that one of the only ways to grab the attention of today’s consumer

is to provide them with an unparalleled, real life experience. ZOOs and aquariums have always been a

source of wonder for guests, but now more than ever; operators are trying to enhance that experience

to secure a deeper sense of loyalty with visitors. Integrating technology into the experience is a logical

next step towards reaching today’s audience. “Providing purpose and narrative to your technology

is imperative to providing an exceptional product. This is why inquiry and interpretation is so important

when developing technology for exhibits. Technology’s presence for its novelty alone doesn’t always

accomplish educational goals.”3

RFID technology can be used to give guests a new sense of

freedom and power over their own experience at the ZOO

or aquarium. Guests scan their wristbands to enter different

zones, make purchases, play games, book activities, take photos

and make donations. Each interaction is saved to the guest’s

personal profile and they can review their own account at

any time. This sense of independence and freedom allows the

guest to enjoy a truly personalized experience at the ZOO

or aquarium; making them all the more likely to enjoy their

time there and want to come back for more. “Indeed, new

technology could be the «magic wand» that attracts a lot of

people to the world of seas and rivers.”4

Providing purpose and narrative to your technology is imperative to providing an

exceptional product.3“”

3 Interactive Technology in the Modern Zoo and Aquarium, Drew Heyward, South Carolina Aquarium. https://nairegion3.wordpress.com/2015/03/17/interactive-technology-in-the-modern-zoo-and-aquarium/

4 https://web-japan.org/kidsweb/hitech/17/aquariums.html. (Kids Web Japan).


EASY TO GIVEDigital donation kiosks make it easier than ever for guests to make a donation to the ZOO,

aquarium or affiliated cause. By scanning their wristband at the kiosk, guests can choose to make

an instant donation that will be charged to their credit card, or make a pledge for a donation

that will be followed-up upon at a later date. By facilitating the donation process while guests

are physically at the ZOO or aquarium, operators have a greater chance of raising more funds.

Simplifying the donation process is beneficial for both the guest and the attraction. Guests can

choose to get more involved with the cause, and can opt to receive newsletters or other

information sent to them via email. Traditional donation methods can leave a distance between

the patron and the cause; but by managing the donation digitally, the organization ensures that

the guest feels instant appreciation for their contribution. ZOOs and aquariums can share

exciting news and development info with those who have donated – making the donation process

feel more connected, and more real for the guest.

In the competitive leisure and attractions market, it is

important to find innovative ways to reach guests and establish

a deeper connection with them. RFID technology provides

creative opportunities for ZOOs and aquariums to learn more

about their guests and offer them an enriching experience they

will remember. There is an inherent value in each personalized

experience and, when used strategically, technology can serve

to heighten that experience and create new opportunities

for guests to learn, discover and share. ZOOs and aquariums

around the world can benefit from the simple solutions made

possible with RFID.


HOW IT WORKSTHE GUEST JOURNEY USING RFID AT A ZOO OR AQUARIUMREGISTER

• Guests visit an online site to purchase their tickets and register their profiles

• Emergency contact information is included in each guest profile

• Guests can link a credit card to their profile to make cashless purchases on site

• Guests receive a printable ticket with a barcode that is associated to their profile

ENTER

• Using a self-serve dispenser, guests scan the barcode to

get their personalized RFID wristband

• Parent and group passes can be paired for added security

• Guests scan their wristbands to enter the ZOO/aquarium

• Each scan is recorded and operators get a real-time

overview of guest activity and crowd-capacity

PAY

• Guests scan their wristbands to make quick, cashless purchases on site

• A receipt for each transaction is sent to the guest via email

• Parents can load funds onto kids’ wristbands to monitor their spending

• Pre-packaged meal options can be offered for groups, birthday parties, etc.


PLAY

• Guests scan at info & trivia kiosks, scavenger hunts and more…

• A point system can be used to incentivize guests to visit more areas of the ZOO or aquarium

• Accumulated points can be redeemed for prizes or discounts at the gift shop

• Guests scan at photo kiosks to take group photos and have them saved directly to each

of their profiles

DONATE

• Guests scan to make donations to the ZOO, aquarium

or affiliated cause

• Donations are instant when a guest’s credit card has been

linked to their RFID wristband

• If a credit card is not linked, the guest’s info is saved and

staff can follow-up on the pledge to donate

• Newsletters and updates can be shared via email with

guests who have donated


Contact us or visit our website for more information on these and other RFID possibilities.

6600 Hutchison, Montréal, QC, CA H2V 1A5 • T 514-631-8282 • [email protected]

We can’t wait to connect the experience for you.

CONNECTNGO.COM >

https://connectngo.com/

using technology to increase guest engagement · increase visitor retention. many zoos and...

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