Reframing digital growth around priority customer segments

Merlin Entertainments

Merlin Entertainments attractions generate majority of operating profit from a small number of gateway cities, yet the digital booking experience treated all visitors largely the same. This meant high value customer groups — families, couples, groups, and spontaneous visitors — already at attractions were not being actively prioritised or guided toward higher value cluster purchases.

Merlin needed a clear digital growth strategy that could increase cluster penetration (targeting 18–20%), balance short term wins with long term platform change, and deliberately shift focus toward the customer segments that mattered most commercially.

Outcomes

• Analysed customer data across gateway cities to identify priority segments and growth opportunities
• Defined 3–5 core customer segments (families, couples, groups, friends, singles) to explicitly guide digital strategy and investment
• Designed a mobile first, data driven digital strategy addressing "inspiration" vs "buy now" behaviours
• Created segment led digital concepts, including dedicated landing pages, ticket builders, filters, and personalised bundles
• Mapped end to end future state journeys from dreaming through to remembering, tailored by segment