{"id":65740,"date":"2024-11-08T12:17:17","date_gmt":"2024-11-08T01:17:17","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=65740"},"modified":"2024-11-08T12:21:57","modified_gmt":"2024-11-08T01:21:57","slug":"funlab-marketing-personalisation","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/funlab-marketing-personalisation\/","title":{"rendered":"Funlab Levels up Engagement and Wins Guest Loyalty With Data"},"content":{"rendered":"\n

The world is better when we fun together<\/em>. That\u2019s Funlab\u2019s purpose, and it embodies the essence of the company and its passion for bringing more joy to people\u2019s lives.\u00a0<\/p>\n\n\n\n

The leader of competitive socialising experiences owns and operates eight unique brands with 53 locations across Australia, New Zealand, and the United States. As it continues to grow and expand its footprint, it also wants to enhance the total experience of its guests and employees. <\/p>\n\n\n\n

Tracy Tanti, Head of Customer Relationships and Retention at Funlab, shared with us how the company is delivering on these goals and growing guest lifetime value.\u00a0<\/p>\n\n\n\n

Connecting teams around a 360-degree view of guests<\/h2>\n\n\n\n

Forty-seven per cent of marketers in Australia and New Zealand take a lifecycle approach to personalisation<\/a>, tailoring content and experiences along the entire customer journey. Funlab aspired to do the same but first needed a better understanding of guests and where they were at in their journey. <\/p>\n\n\n\n

The company turned to Salesforce to solve this challenge, unifying sales, service, marketing, and venue teams around a 360-degree view of guests. What\u2019s more, Funlab has transformed its previously siloed and messy data. Teams now have 100% improved access to clean, structured, and actionable data to create more personalised and connected guest experiences. <\/p>\n\n\n\n

Tracy says the success of the company\u2019s 18-month technology transformation has been underpinned by effective change management.<\/p>\n\n\n\n

\u201cWe delivered a lot of change in a relatively short timeframe, but we understood the importance of bringing stakeholders on the journey and invested time in education and alignment. We also had a network of champions who were able to clearly communicate the benefits of what we were doing in a way that resonated with their teams,\u201d said Tracy. <\/p>\n\n\n\n

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Marketing personalisation, powered by AI, is inspiring customer relationships and driving ROI<\/h2>\n\t\t\t\t\t\t\t

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\n\t\t\t\t\tStart personalising<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

Unlocking unrealised potential<\/h2>\n\n\n\n

Tracy and her team were charged with the task of maximising the potential of their new technology stack for marketing and customer retention and they\u2019ve hit the ground running. For example, they updated Funlab\u2019s customer journey map<\/a> to better understand guests and their expectations. They built 45 automated guest lifecycle journeys with Marketing Cloud<\/a>, driving\u00a0cross-sell and retention across brands.\u00a0\u00a0<\/p>\n\n\n\n

A newly integrated online experience, with Salesforce supporting the headless booking system, has allowed for a better user journey and customer experience across all Funlab brands, resulting in a record number of guests transacting online and growth of the company\u2019s marketing database.<\/p>\n\n\n\n

Tracy\u2019s team is now collecting attitudinal information to segment guest data more precisely and increase marketing personalisation<\/a>. For instance, they will be able to identify guests who are more social and competitive and engage them with offers and experiences that appeal to their playfulness. <\/p>\n\n\n\n

The planned rollout of Marketing Cloud Personalisation<\/a> will allow Funlab to combine these insights with AI and real-time behavioural data to optimise engagement. This will help further increase conversion, which is already on an upward trajectory and has led to a 30% increase in active guests. <\/p>\n\n\n\n

On top of these initiatives, Funlab has streamlined processes like bookings for functions to improve the guest experience and unlock efficiency. <\/p>\n\n\n

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We have removed 50% of previously manual processes from the business. These processes are now automated or no longer required which gives us more time to invest in strategy and enhancing the guest experience<\/p>\n<\/blockquote>\nTracy Tanti | Head of Customer Relationships and Retention at Funlab<\/span>\n