CASE STUDY

A futuristic digital transformation takes Dubai Parks and Resorts to simplify and innovate

DXB Entertainments PJSC (previously Dubai Parks and Resorts PJSC) prides itself on being the region’s largest integrated theme park destination. Today, Kloudspot is embedded into the organization, providing a futuristic digital framework for enabling new business capabilities, delivering technology value with speed, offering never-before visitor insights and empowering decision-making beyond the IT organization.
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Overview

Client:
DXB Entertainments PJSC

Industry:
Theme Parks, Hospitality

Challenge:
Create a visitor experience that surpasses expectations, with intelligent recommendations that drive revenue.

Solution:
Kloudspot solution implemented site-wide at Dubai Parks and Resorts.

Footfall &
Capture Rate

Analytics &
Reports

Customer
Engagement

Visitor Behavior
& Intent

Result:

  • Implemented in under 3 weeks
    Highly relevant visitor insights that drive up sales and increase footfall
  • Deep understanding of user behavior and traffic flows in real-time
  • Statistical data on visitor engagement, capture rate, and appeal of parks and attractions
  • Multi location comparison of historical data
  • Customizable reports for marketing, facilities, and business intelligence teams that enable data-driven decisions on visitor engagement, staffing, signage design
  • Raw data output for integration with business intelligence and analytics systems
  • Personalized recommendations based on visitor intent
 

The Challenge

Every day in the dazzling city of Dubai, visitors to the breathtaking Dubai Parks and Resorts are treated to one of the most spectacular theme parks of any entertainment venue 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.

The challenges of managing an entertainment venue at this scale are many. DXB Entertainments had very little data about how visitors typically used their premises, average visit duration, what paths they traversed, and how long they spent at specific zones. This information would provide them with useful insight into customer engagement and behavior. Identifying which locations had longer dwell times would enable them to make informed decisions around staffing requirements, engagement strategies and promotional activities.

For the team at DXB Entertainments, the way forward was clear. They wanted to change the emphasis to consumer-focused management, in a bid to deliver the most value to visitors, as well as ensuring high sales volumes and achieving financial goals. Keeping this is mind, they tried to find the right solution, by asking these 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?

The emphasis was now therefore less inward looking - e.g. ‘how many tickets have we sold?’ and more outward looking, e.g. ‘what information and services do visitors need to make the most of their time at the park?’ For this, DXB Entertainments needed to understand visitor intent and behavior in the park, and were looking for the right way to achieve this.

After examining a few solutions on the market, it was clear that Kloudspot was the way to go. The solution fit the bill, and had the structure and reporting functions DXB Entertainments needed. It was also simple enough for all team members to use on a daily basis.

The Solution

The Kloudspot solution gave DXB Entertainments the ease, flexibility, and technological wherewithal they needed to tie all of their activities together and make visitors the center of their universe. Kloudspot enhanced their business intelligence with geospatial location, queue tracking, context and proximity to make relevant marketing offers and to improve experiences. This enables DXB to make data driven decisions and proactively meet customer needs.

Data Visualization of Visitor Traffic Provides Deep Business Insights

Kloudspot’s modern location analytic system is capable of extracting every possible aspect of pedestrian traffic movements within the park. Not just the people counts, it also provides measurements of:

  • Traffic counts for various traffic modes (pedestrians, cars)
  • 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 in the park.
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Kloudspot location analytics provides a clear vision of visitor traffic at the park. Interactive maps and spatial analytics of the visitor traffic provide a whole new context that enables management to see patterns that tables and charts cannot reveal. This almost immediately helped DXB Entertainments to discover new understandings and more effectively communicate and collaborate using maps as a common language.

On the ground, this translated into:

Knowledge of capture rate and appeal of attractions
Measuring visitor footfall, movement and dwell times gives DXB Entertainments an estimate of the capture rate, engagement and appeal of various attractions in the parks and an evaluation of key performance indicators of each location (potential vs. sales). In addition, the data helps identify high visibility areas where visitors can be targeted using smart digital displays to target customers and signage that can dynamically redirect movement of guests towards less visited locations in real-time.

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Optimization of staff allocation
Managing visitors flow at various zones is critical for a good customer experience and the overall profitability of the organization. Oftentimes, the fast-paced and ambiguous environment of the park led to a misalignment of resources. Most commonly, staffing was handled manually by managers, a time consuming and suboptimal process. There was a big need for spatial visibility that would help with resource management and staff allocation. Kloudspot uses the recent advancements in machine learning and big data technologies to apply better staffing strategies by taking advantage of real-time and historical data. In doing so, it helps managers at DXB Entertainments align staff availability with location needs, and perform better and faster staff allocation.

“We want to make Dubai Parks a destination and for visitors to experience a level of service never encountered before. We can now easily do this by providing relevant information at the right time, and tie-in to our automation, social and other marketing with this integration. Kloudspot us an opportunity to engage in a way that turns traditional methods on its head.”
- Satyan Abraham, DXBE Entertainments

Real-time knowledge of visitor traffic composition
Every visitor who enters Riverland instantly becomes a contact in Kloudspot and can be tied to marketing and promotional efforts in real-time. Although there was experiential knowledge of visitor profiles earlier, Kloudspot provided data-driven clarity into visitor behavior, enabling DXB Entertainments to adapt and engage people where they were. For example, a younger demographic of fans and visitors could be mobilized for the social media posts showcasing their time at the park.

Multi-site comparisons
Kloudspot aggregates visitor movements and dwell-time data for the various parks and locations. DXB can generate comparisons between various parks to analyze user behavior across different locations at different periods of the week or month and improvise engagement strategies.

Optimization of visitor engagement
DXB Entertainments realized they needed a better way to engage and start conversations that their audiences wanted to hear and respond with. In the past, they didn’t connect or provide the level of customer information/behavior the team needed to inform campaign performance and resulting decision making. As a result, they found themselves using countless hours connecting information. With Kloudspot, the progression of their visitor interaction has developed from spreading a wide message for all audiences, to engaging with fans and using targeted messages based on data and past interactions, both on-site and online.

The Benefits

Dubai Parks leverages Kloudspot to tie all of their activities together and make the customer the center of their universe. From the moment Dubai Parks started to use Kloudspot integration, they started to see the results.

 

Integrated Solution

The solution presented a unique set of benefits. IT automation, integration and analytics offered tremendous opportunities to deliver better value to visitors and to the business. For executives, they get visibility into what is going on and what is being prioritized. For employees it relieves a lot of pressure, since their managers can see what they have going on. Kloudspot was particularly successful with visitors, because they get the support they need. Less time at queues, more visibility into what was happening at different areas of the park and the ability to enrich their experience.

Integrated Solution

“We now have one central place to see our visitors footfall patterns, dwell time, engagement and promotional efficacy.”
– Satyan Abraham, DXB Entertainments PJSC

Operational Efficiency

Prior to using Kloudspot, the Dubai Parks team used traditional structured approaches that included meetings and check-ins for status and progress information. Today, digital screens present a real time view of visitor information, traffic density, staff deployment, trend analytics and promotional activities. According to Ravi Akireddy, CEO of Kloudspot, operationalizing the business in this way has changed the value conversations regarding technology at DXB Entertainments. For example, the team can now articulate the specific value IT delivers at every level - visitor, business and operations.

Business Value

 The efforts have made an impact on business as well. DXB Entertainments found that people who were part of the promotional campaigns purchase tickets, which naturally helps drive down acquisition costs. People who come to the park now also spend more time checking out the other theme parks and exploring the other attractions the park has to offer. Not only does the solution give everyone a single version of the truth from which to make spending and forecasting decisions, it saves the theme parks from losing visitors because they were unable to predict trends.

Visitor Engagement

Since implementing Kloudspot, visitors are sharing content and achieving an engagement rate above industry standard. Now the brand is able to target specific audiences and share their service in a genuine way using smart digital signage on-site and notifications and alerts on email and mobile phones. As a result, they are seeing a significant increase in attendance to events that they promote.

This is only the beginning. At this point, the solution is being used to identify footprints and dwell time. As it evolves, DXB Entertainments can continue to expand its audience and drive more ticket sales. It’s an exciting future to communicate with visitors and as they continue to grow, they plan to lean-in further with Kloudspot and ensure their service, support and marketing teams are all leveraging the insights from the solution and applying them across the business.

“This is a very high value to DXB Entertainments, because there was a lot of ambiguity around this in the past,” said Satyan Abraham. “By applying the digital Kloudspot solution, it gave us a foundation for the service teams - really, for everyone in the organization - to understand how to clearly define a service.“

The Future with Kloudspot

The leaders at Dubai Parks work at the forefront of customer, technology and entertainment innovation and see firsthand how digital technology is changing the way businesses operate, on multiple fronts. This digital revolution is not only affecting DXB Entertainments’ customers; it has had a dramatic impact on the way the company manages and articulates the value of technology. Kloudspot provides DXB Entertainments the certainty that they will continue to enhance customer experiences and conversion rates through improved audience segmentation and engagement.