B2C eCommerce for Parques Reunidos
- FRONT OFFICE, NEW CHECKOUT, USER EXPERIENCE
- PROJECT TYPE
- WEB DEVELOPMENT, MAGENTO ECOMMERCE
Parques Reunidos currently manages 61 parks in the leisure industry in 14 countries, including popular parks such as Parque Warner, Zoo de Madrid, Faunia or Parque de Atracciones de Madrid.
The main goal of the Bono Parques project was the improvement of the purchasing process for annual passes in order to increase the conversion rate, which directly implied an impact on different KPIs, such as customer satisfaction and the improvement of related management processes.
In a first stage, Interactiv4 held analysis and consulting work meetings with marketing and systems managers in order to identify all products, processes and data flows.
We worked on a complete redesign of the user experience, mainly modifying and upgrading the whole purchasing process and achieving a conversion that is 100% faster, easier and more intuitive.
A full migration from their old platform to Magento Commerce 2, was carried out, always keeping in mind the importance of achieving optimal performance, both regarding the implementation and the architecture of the solution.
Key Challenges of the Project
Front Office for Customer Service
Ad-hoc development of a Front Office for their Call Center to manage new sales and pass renewals by phone in an easy and guided way.
We incorporated our own innovative development, Link2Pay, as the new payment flow available only for sales made from the Front Office, which enables the Call Center to place the order on behalf of the customer and send them a direct link to the Virtual POS by email. The customer only has to make the payment, without having to go through the pass selection and checkout process on the website and without sharing their credit card details.
ERP Integration, Processes and New Customer Private Area
We developed new sequential processes for exporting data to ERP: new orders, customers and their personal data for passes or renewals.
Customers, who are always kept informed of their order status once they have made the purchase, can enter the personal details of all pass holders in their Private Area and follow the whole process until their pass is delivered to their homes or until they receive a notification for the collection of the pass at a Park.
New Checkout: 100% Faster
Fully custom-made, it improves and speeds up the customer registration and payment process, only requesting basic data up to the moment of the transaction, and offering the option of filling them up afterwards in their Private Area, thanks to which we managed to significantly increase sales conversion. The possibility of hiring related services, such as parking services, was implemented into the purchasing process in a selection of Parks.
As an alternative payment method to credit cards, a fully custom-made integration of Amazon Pay was carried out.
“The stabilization of the project and the performance of the new Magento Commerce 2 platform have helped us exceed our sales expectations in every campaign”
Thanks to the joint effort of both teams, we managed to identify their needs, translate them and implement them towards an online channel, developing their eCommerce platform with new functionalities and features that succeeded in taking the business to the next level.
Project Business Drivers
By developing the new eCommerce platform for Parques Reunidos on Magento 2, substantial improvements and achievements were obtained, such as the following:
- Improving the user experience: easier to use, more user-friendly and with a faster purchasing process.
- Increasing the average order value, including services such as cross-selling.
- Increasing the order conversion rate.
- Improving processes and integrating them with their systems and Call Center.
- Improving the eCommerce platform performance, making it capable of handling spikes in traffic and transactions in campaigns such as Black Friday.
- Improving end customer satisfaction and loyalty and keeping customers always informed.
- Migrating from the Community version to Magento Commerce.
The initial goals were clear: improving the purchasing process, increasing conversion and average order value, satisfying customer needs and improving customer loyalty, and they were successfully achieved, reaching the business goals for the online channel year after year.
The results and sales in campaigns have been outstanding, the problems existing on the previous platform were minimized and a migration to Magento Commerce 2 was achieved, fully integrated and synchronized with the Parques Reunidos systems, with all its implications: scalability, performance, security and round-the-clock support.
The Front Office development and its integration with Link2Pay has revolutionized and facilitated management by the Call Center.
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