Customer Journey - From Cash Register to Digital Insights
- 7 days ago
- 2 min read
How do you move from manual workflows and outdated IT systems to a data-driven, connected guest journey that increases loyalty, revenue, and oversight?
Kresten Thomsen, Head of Sales and Marketing at Aalborg Zoo, shares his experience with digital transformation - and shows how ticketing systems, CRM, and automation become the key to understanding and engaging audiences in new ways.
Strategy, systems, and small successes - read and watch below for inspiration!
Key Takeaways:
From Unknown Guests to Data-Driven Dialogue
Aalborg Zoo previously only knew around 5% of its guests. Through the integration of ticketing systems, CRM, and newsletters, they are now building a digital infrastructure that creates relationships, loyalty, and opportunities for personalised communication — in both B2C and B2B.
Focus on Loyalty Rather Than Only New Sales
The strategy has shifted from a one-sided focus on attracting new guests to a model where repeat visits and annual pass holders are prioritised. Loyal guests become ambassadors — generating both revenue and visibility.
Platform-First Thinking - and Systems That Communicate
The zoo has chosen one “core system” as the hub for data and automation. All other systems (POS, CRM, marketing) are integrated around this core, and all new tools must be able to perform multiple functions and work together.
Automation Frees Up Time for the Core Mission
Digital flows and automations - for example in handling sponsor tickets and newsletters - have significantly reduced manual workflows. The focus is on spending time on guest experiences and strategic development rather than administration.
Omnichannel as Mindset and Practice
With an omnichannel setup, Aalborg Zoo targets campaigns based on behaviour across channels - from the website and social media to closed partner channels and newsletters. The goal is to meet the guest with the right message at the right time.
Conversions and KPIs at the Centre
Everything is measured: from entrance turnstiles to campaigns and advertising costs. Kresten actively works with CPA and performance in sales flows — and continuously tests new formats and conversion points across both physical and digital channels.
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