Developing competitive strength by a personal offering to safari-goers
C L I E N T
Libéma Exploitatie - Beekse Bergen
S E R V I C E
Service & CX Design
P R O J E C T L E N G T H
3 Months
C H A L L E N G E
Rethink the ticketing strategy and user experience to (1) gather and better use customer data, and (2) increase market competitiveness.
S O L U T I O N
We designed and validated 5 value propositions aimed at different customer groups: extended and nuclear families. Discounting models, special events and targeted subscriptions were validated and are being developed.
Situation
Open since 1968, the Beekse Bergen is the biggest safaripark of the Netherlands, receiving thousands of daily visitors nationally and internationally. Through the park, you can ride alongside lions, take a boat to observe Rhinos from the forest, or stay over and have your breakfast next to the giraffes. Libéma, its mother organization, was looking forward to bringing the customer knowledge and data up to date, and our team started from the central point: the safari visitors.
Approach
In-depth interviewing and Personas
Ideation workshop with stakeholders
Concept prototyping and validating concepts with customer evaluation interviews
“Data is only valuable when it’s useful.”
E M P A T H I Z E
Understanding the Impact of a Special Day out on the Family Expenses.
The start of the improvement journey started with a visit to the safari itself, to learn at first who are the customers and their context, their journey from planning a family trip to visiting the Beekse Bergen. Hearing about their context, our team was able to get an interesting look and design representative personas, which normally are focused on individuals, but our conclusions pointed towards 5 types of customers based on family and group clusters.
On this analysis, it became clear an acute price sensitivity of some personas, a negated assumption on seasonality and preference, and a major mechanism today used inside the industry — discount platforms.
our pitch for Libéma
I D E A T I O N
Persona-driven new value proposition workshop
In an ideation session, our team shared customer research insights with the organization, and then facilitated an ideation workshop with 12 team members to rethink the unique offering of Beekse Bergen to clients, and its digital platform based on the personas’ perspective. We triggered the team on ticketing and the customer’s value perception to generate +150 ideas and 15 new propositions on new ways of attracting the different customer groups.
After voting and prioritisation, we defined 5 unique ways of catering to personas on giving value for money, new experiences in the safari.
Five of the persona’s we made for Beekse Bergen visitors
V A L I D A T I O N
Bringing ideas to life and validating concepts
The following task was turning post-it concepts into a value proposition and a visual concept. Each concept played was assumed to give value to one type of consumer: collaborating differently with discount platforms, added-value experience and price-aware subscription models.
By creating a digital prototype, print material and video-explainer of concepts, the team validated through remote qualitative interviews.
Insights from the customer validation pointed to a clear update on the ticketing model, price sensitivity and current platform.
A few concepts and one of our prototypes that followed out of them
R E S U L T
Selling tickets directly to customers in a more personal way.
Not only Beekse Bergen is creating a stronger competitive position to sell tickets directly to customers, driven by a personal offer aimed at the right persona. Also, the collaborative nature of our method made the organization gather around the challenge as a team, and the designed strategy was adopted seamlessly by the different marketing - digital and sales team.
