For our client JET, a large-scale leisure operator across the North and West of England, we worked with them to design their end-to-end customer experience strategy for a new trampoline park.
The venue was opening to much public interest at a particularly busy touristic time, so there was little room for mistakes with customer advertising or online and venue experience. Our client wanted to be able to move quickly and confidently through launch decisions.
We were lucky enough to be involved right at the beginning, meaning we could help inform judgements around building layout and product offering, as well as digital and customer experiences.
The target audience included both local and tourist visitors to the venue, meaning we had to take into account very different motivations and behaviours across segments.
As well as visiting venues and observing both child and parent behaviour, we also chatted to parents across the region about their use of children’s entertainment venues, uncovering what influenced their decision to use one over the other.
Every project is always fascinating, but on this one we discovered some real surprises. Did you know, for example, that the average parent is most concerned with cleanliness and safety but, after this, it comes down to whether they are able to get a moment’s peace!
This type of knowledge allowed our clients to develop areas that focused on creating the right experience for parents, including things like media, entertainment and food & beverage availability. Our client was able to make subtle differences to parent seating areas that made life easier while they were there, including clear visibility of their children at all times and a free toddler area to keep little ones occupied.
We also got to develop their employer branding and recruitment strategy as part of the project, meaning the whole experience was aligned. We helped to train employees in understanding their customers’ points of view, including points of pain and why common areas of conflict developed – such as in queuing situations – allowing them to develop an empathetic approach and the tools to avert negative customer situations.
The target audience included both local and tourist visitors to the venue, meaning we had to take into account very different motivations and behaviours across segments.
As well as visiting venues and observing both child and parent behaviour, we also chatted to parents across the region about their use of children’s entertainment venues, uncovering what influenced their decision to use one over the other.
Every project is always fascinating, but on this one we discovered some real surprises. Did you know, for example, that the average parent is most concerned with cleanliness and safety but, after this, it comes down to whether they are able to get a moment’s peace!
Through clearly understanding customer segments, their goals and associated barriers, we had fun creating an omni-channel launch campaign for this brand. Including a mix of guerrilla, outdoor and digital and social channels the aim was to spread awareness and reach as quickly as possible to both local and tourist markets. Brand recognition and awareness was high and digital followship, reach and engagement all exceeded client expectations.
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