Chester Zoo realized its customers were rapidly going mobile as early as 2010. The team anticipated the trend that has seen mobile, as a percentage of overall traffic, rise from a modest 10% to a whopping 70% by 2014. It knew, even at this early stage, the current web infrastructure wasn’t equipped to handle customer mobile experience. And so it kickstarted a process that, today, means every single digital decision is made with mobile in mind. Working with agency partner, Code Computerlove, the zoo embarked on a mobile transformation project to make sure every customer visit is mobile optimized before, during, and after every zoo visit.
Educating with the help of Sitecore mobile technology:
The after-visit stage involved a drive to integrate customer experience in Islands, a significant new expansion of the zoo with world-class enclosures for some of the world’s most endangered animals. The team used Sitecore to build a new user app (shown on right) that would enhance, but not distract, from the core zoo experience and ultimately increase visitor dwell time at the zoo. The app delivers bite-size information where users can get quick facts, share trivia with family and friends, play minigames, and build up a visitor portfolio.
By building the entire digital platform on Sitecore, the team has one central content repository so editors can test and reuse content based on what best suits the customer, media, and device. Plus, the move to in-app analytics is now helping define the next phase of features that are expected to expand to new commercial opportunities in catering and retail, including the creation of a personalized experience based on the user’s motivations.
Access this PDF to learn how this pioneering digital team has managed the rapid growth of user mobility.
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