Zoo are utilizing technology to support a unique customer experience.
With technology rapidly changing the way we live, many zoos and aquariums have been looking to incorporate technology into their facilities.
Zoos serve three primary purposes: conservation, education, and entertainment. With such a wide range of goals to accomplish, it is no surprise that many zoos have started using modern technology to provide better services. Since the pandemic, research has shown that digital transformation across industries has been sped up by over six years. According to McKinsey, 75% of consumers trying digital for the first time expressed they would continue its use even after the pandemic.
The zoo and aquarium industry is bound to change with the emergence of new technology and the increased accessibility of information. Ultimately, zoos and aquariums will need to focus on customer experience, a trend likely to gain further traction because consumers demand it not simply for themselves but also their children.
I spoke with several leading executives who were members of the Association of Zoos and Aquariums (AZA) to understand what is being done with the digital journey in an industry historically focused on the physical journey.
Jeff Fromm: How do you connect the digital customer experience to what visitors see in person?
Emma Wesoloski, VP of Marketing and Engagement Strategy at National Aquarium: Our website, aqua.org, is an immersive, story-driven platform that gives guests, potential guests, members and donors the opportunity to connect with our animals, exhibits and conservation mission. Our stories highlight the diversity of programs and innovative practices that make the National Aquarium a leader in animal welfare and conservation. We leverage compelling video and photography, to deliver an exciting “sneak peek” of the diversity of species and habitats that call the National Aquarium home.
Fromm: As a result of the pandemic, what changes to the customer experience do you see being permanent?
Wesoloski: Like many guest-serving organizations, we are constantly evaluating audience behavior in this quickly evolving landscape. We know we need to be nimble and responsive based on the shifts we see in the needs and choices of our guests. Some trends that seem to be sticking are related to online ticketing and the ticket purchasing timeframe. While we have seen some shifts back towards pre-pandemic behavior as the world emerges from the throes of the pandemic, a significantly higher number of our guests do continue to purchase their tickets in advance through our website. Additionally, both in our general admission and our event-related visitation, we’ve noted a marked shift in how far out people are willing to commit to a ticket purchase. That window has gotten significantly smaller with many purchasers waiting just a few days in advance of their visit, or often times even the day of visitation.
I posed the same questions around technology change to Dwight Lawson, CEO of the Oklahoma City Zoo, “Guests at the OKC Zoo are using technology introduced during the pandemic to minimize unnecessary wait times and spend more time with the wildlife in our care.”
Lawson continued, Fortunately, the OKC Zoo provided online ticketing before the pandemic. However, only 2% of all tickets were purchased online. When we reopened, we required all tickets to be purchased online with specific entry times and it worked incredibly well. We anticipated guests to be frustrated but they were overwhelmingly positive and adjusted quickly. Now that we’re open without restrictions, about 45% of all OKC Zoo tickets continue to be bought online with 80% of those purchases made through a mobile device. We anticipate taking additional actions to drive more purchases back online in the future.
Millennial parents are more likely to make mobile or contactless payments at our restaurants, coffee shop and gift shops. The total number of this kind of credit transaction is increasing.
The convenience of buying online, in advance also extends to our gift shop. For some of our evening events, we allow families to pre-order gift items that they can pick up upon entry or exit. For 2023, we’re working with our restaurant teams to explore how guests can also pre-order food while in the Zoo so that it’s ready for pick up once they arrive at the restaurant.
