ZOOMOOV builds connections and fun using Salesforce

ZOOMOOV is passionate about playtime. It is not only fun, but helps children develop the social and emotional skills they need to thrive. And in environments like those created by ZOOMOOV, it helps families connect. The Singapore-based business is a trailblazer in children's entertainment with its imaginative and fast growing retail outlets. These include an indoor adventure park, a farm-themed dig and play sandpit, a craft playground and a children's maze that builds on the current escape room trend.

These experiences and more have helped ZOOMOOV expand across Singapore, Indonesia, Malaysia and the Philippines. The Salesforce Customer Success Platform has supported every step of its growth.

"Salesforce helps us understand our customers and anticipate their demands. We can then innovate fast to give them what they want — even before they know they want it." said Miguel Pereira, CEO of ZOOMOOV. "That capacity to innovate and act fast is important for a small business as it gives us our competitive advantage."

ZOOMOOV's first retail outlets opened in 2014 and centred around animal-themed electronic rides in large shopping malls. The rides proved popular with families, solidifying ZOOMOOV's early success and earning it recognition from Singapore's Ministry of Social and Family Development.

Wanting to maintain momentum and offer families new ways to connect, ZOOMOOV adopted Salesforce to expand its business. "Salesforce is for everyone, not just big businesses, and it provided the data we needed to grow and innovate fast," said Pereira.

Sales Cloud now forms the backbone of ZOOMOOV's customer loyalty program, capturing details used to personalise offers and manage customer communications. This includes transaction data, pulled from ZOOMOOV's custom-built Point of Sale via the Salesforce Customer Success Platform.

Bringing all of this data together, ZOOMOOV is able to better understand its customers and tailor campaigns based on their favourite experiences as well as their spending habits. It's also able to make smart decisions about which experiences and locations it should invest in next.

"One of the biggest risks in retail is investing in the wrong real estate so we firstly open a kiosk with our electric rides and gather data to determine which of the larger outlets, if any, we should open in a particular location. We consider the profile of those visiting the mall as well as parameters like the time and frequency of transactions," said Pereira.

A data-based approach has eased ZOOMOOV's expansion from one location in Singapore to more than 58 outlets across four countries. It has also helped inform the rollout of four new play experiences which cater to different age groups and interests.

Commenting on new experiences like its Amazing Maize, Pereira said that ZOOMOOV is constantly innovating to extend the life of its customer relationships and reach families that it couldn't reach before. This strategy is clearly working with ZOOMOOV converting 38% of new customers into members. It has also increased its membership base from 35,000 to 250,000 in just over two years.

Salesforce delivers the insights needed to propel this growth. This includes complete visibility into how all of its outlets are performing, including its joint ventures and franchises overseas.

"All of the information I need to make decisions and manage our operations is centralised in Salesforce and available in real time on any device," said Pereira. "We work in such a fast environment, and need that efficiency and immediate access to data."

It is because of their need to move quickly that Pereira believes Salesforce Einstein could be a game changer for the business, powering even faster insights and decisions. "Technologies like Einstein and machine learning will help us be even more agile which is crucial for a business of our size."