The world is better when we fun together. That’s Funlab’s purpose, and it embodies the essence of the company and its passion for bringing more joy to people’s lives.
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.
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.
Connecting teams around a 360-degree view of guests
Forty-seven per cent of marketers in Australia and New Zealand take a lifecycle approach to personalisation, 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.
The company turned to Salesforce to solve this challenge, unifying sales, service, marketing, and venue teams around a 360-degree view of guests. What’s 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.
Tracy says the success of the company’s 18-month technology transformation has been underpinned by effective change management.
“We 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,” said Tracy.
Marketing personalisation, powered by AI, is inspiring customer relationships and driving ROI
Unlocking unrealised potential
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’ve hit the ground running. For example, they updated Funlab’s customer journey map to better understand guests and their expectations. They built 45 automated guest lifecycle journeys with Marketing Cloud, driving cross-sell and retention across brands.
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’s marketing database.
Tracy’s team is now collecting attitudinal information to segment guest data more precisely and increase marketing personalisation. 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.
The planned rollout of Marketing Cloud Personalisation 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.
On top of these initiatives, Funlab has streamlined processes like bookings for functions to improve the guest experience and unlock efficiency.
Growing guest lifetime value
Funlab is already delivering incredible results. It has grown its guest database by 34% and communications are more targetted and engaging, increasing email performance by 140%.
The company has also driven a 28% increase in guest lifetime value.
Increased personalisation and a new AI-enabled service roadmap are just some of the ways Funlab plans to build on these results and use digital to enhance the real-world experiences of its guests.
Explore more on how Funlab is increasing guest lifetime value
