ACTIVE Network (NYSE: ACTV), the leader in cloud-based activity and participant management™, today announced that the Philadelphia Zoo has chosen its RTP|ONE™ commerce engine to power Zoo operations—from ticketing and point of sale (POS) to food and beverage sales. ACTIVE Network was brought in to help the Philadelphia Zoo manage its guest lifecycle more effectively to increase attendance, manage memberships and optimize overall operations through a single system that integrates critical back-end and customer-facing functions and provides a centralized view of performance through advanced reporting and analytics.
“With the help of ACTIVE Network, we’re looking forward to having better visibility and insight into our guests and how they are interacting with us when they’re here,” said Caryn Rubinstein, Director of Membership and Business Solutions at the Philadelphia Zoo. “This information can help us determine what attractions are most popular and valuable to our guests so that we can provide the most relevant and educational exhibits.”
Through ACTIVE Network’s innovative technology, Philadelphia Zoo members will soon have access to Area Wide Charge capabilities, meaning that they can gain admission to onsite attractions and purchase food and beverage through a single card. In turn, the data collected from the card will give the Philadelphia Zoo better insight into guests’ behavior and participation, as well as help to potentially increase attendance, membership and retention through targeted loyalty programs and promotions for repeat customers. In addition, the data will provide Zoo staff with information to help increase operational efficiency and gain insights into seasonality and peak attendance through access to historical data, ensuring that the Zoo is staffed accordingly.
Additionally, ACTIVE Network is creating a custom online store for the Philadelphia Zoo that will allow guests to register for and manage online accounts, granting them access to purchase tickets, merchandise and renew memberships all within a single shopping cart experience. The Zoo will also create an integrated online store for businesses that resell Philadelphia Zoo tickets, giving the Zoo clearer visibility into business performance.