Every day in the dazzling city of Dubai, visitors to the breathtaking DXB Entertainments (previously known as Dubai Parks and Resorts) are treated to one of the most spectacular entertainment venues in the world. It’s home to three word-class theme parks and one water park, as well as Riverland Dubai, the grand entrance plaza, and a Polynesian-themed family resort.
Managing an entertainment venue of this scale has many challenges. One of which was the fact that DXB Entertainments had very little data about how visitors typically used their premises – their average visit duration, the paths they traversed, and how long they spent in specific zones. This information was critical, as it could provide DXB Entertainments with useful insight into customer engagement and behavior, helping them make informed decisions around staffing requirements, engagement strategies and promotional activities.
For the team at DXB Entertainments, the way forward was clear: if they wanted to deliver the most value and entertainment to visitors, while also ensuring high sales volumes and achieving financial goals, they would need to set their sights on consumer-focused management. To find the right solution to help them do this, they began asking questions:
“How can we refine and evolve marketing and promotional activities to cater to individual tastes, thereby improving customer experience and return business?”
“How can we optimize the service delivery and support to our visitors?”
These questions meant that the emphasis was now less inward looking: ‘how many tickets have we sold? And more outward looking: ‘what information and services do visitors need to make the most of their time at the park? And for this, DXB Entertainments needed to understand visitor intent and behavior in the park – and find the right partner to help them achieve it.
Choosing the right partner
After examining a few solutions on the market, it was clear to DXB Entertainments that Kloudspot’s Situational Awareness and Intelligence Platform had the structure, capabilities and reporting functions they needed. It was also simple enough for all team members to use on a daily basis.
The Kloudspot solution gave DXB Entertainments the ease, flexibility, and technological infrastructure they needed to tie all of their activities together and make visitors the center of their universe. The Kloudspot Platform could enhance their business intelligence with geospatial location, queue tracking, context and proximity to make relevant marketing offers and to improve experiences. This would, in turn, enable DXB to make data-driven decisions and proactively meet customer needs.
Data visualization of visitor traffic provides deep business insights
Through Kloudspot’s leading location analytic system, every possible aspect of pedestrian traffic movements within the park could be extracted. Not just the people counts, but also the measurements of:
- Traffic counts for various traffic modes (pedestrians, cars, etc.)
- Detailed time distribution of the traffic during the day
- Peak hour and peak counts of traffic in different parks and areas
- Exact footfall patterns and trajectories
- Time spent in the area
- Heat maps of more/less frequented spots across the park