The Cincinnati Zoo expects a $350,000 jump in revenue the first year and an additional 50,000 new visits through its use of business analytics from IBM.
The zoo wanted to maximize a recent increase in attendance and raise guest spending, which would allow management to provide increased care for animals and potentially add new exhibits to further increase business.
Multiple point–of-sales systems at the zoo, however, limited management’s ability to track overall sales performance and cross-promote products and services. For example, officials could not measure and report on what zoo members did when visiting an attraction and what they spent their money on. Even basic information on sales volume across a 75-acre campus was difficult. Managers often had to walk the entire park to see what was occurring in the business.
In addition, three separate systems were used to capture and collect sales and admission date—one for ticketing, one for retail and one for food and beverage. The systems were not integrated so management could not make key decisions on what items were more frequently purchased, spending patterns, and so on.
(Read more on KMWorld.com)