How Merlin Entertainments UK drove sales and lifelong memories with SaleCycle

£225,060

sales uplift

3,293

conversions

20.5%

click-through rate

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CUSTOMER SUCCESS

About Merlin Entertainments

Merlin Entertainments Group UK runs over 20 nationwide attractions, from theme parks like Alton Towers and Thorpe Park to aquariums.

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THE CHALLENGE

Reduce abandonment rate

A visit is an infrequent, considered decision, only 11% of British people visit a theme park at least once a year, so Merlin UK saw a large number of users leave before completing their ticket purchase. Those abandoners also could not be re-targeted, because consent had not been collected.

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THE SOLUTION

SaleCycle tag implementation

SaleCycle implemented tags across all UK ticket and short break pages to collect the consent needed to re-target abandoners. A bespoke two-cycle email campaign then targeted users who had started checkout without finishing, triggered one hour after abandonment and again 24 hours later.

More recently, Merlin UK added SMS across key sites for a more omnichannel approach.

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Intelligence Centre

Activation Suite

Ai Studio

THE RESULTS

What happened next.

£225,060

sales uplift

3,293

conversions

20.5%

click-through rate

Merlin UK is expanding SMS campaigns across the attractions and targeting short breaks, season pass, and annual passsections of its website in addition to day tickets.

SaleCycle will also continue to optimise performance through testing various elements of the campaigns.

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" SaleCycle has always been highly professional and easy to work with. They are always monitoring and analysing our live campaigns and suggesting improvements to increase impressions year on year. The team works with a variety of contacts within Merlin to ensure any changes, both technical and creative, are complete at the earliest possible opportunity and that results are shared with the local CRM team. It is clear that their hard work and dedication to Merlin lead to healthy conversion within the campaigns, as well as ensuring that the customer journey appears seamless to our guests."

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