Funlab, an APAC entertainment provider, offers a wide range of competitive socializing experiences across its venues in Australia, New Zealand and the USA. Under the Funlab umbrella, there are seven brands across more than 50 locations, providing fun experiences to people of all ages, including bowling, mini golf, laser tag, challenge rooms, arcade games and much more.
Before joining forces with Voucherify, Funlab’s booking system (Meriq) was responsible for promotions and price adjustments. As a bespoke solution, it fit Funlab’s complex pricing structure; however, it also required plenty of development effort to launch and manage campaigns.
Key challenges
- Launching and managing promo campaigns without involving developers.
- Running dynamic cross-brand campaigns to drive online registrations.
- Customizing campaign rules to fit Funlab’s complex pricing model.
Iterative integration with a custom React app
The complete product discovery and integration spanned over three months. Voucherify REST APIs were a perfect fit for Funlab’s headless React application and iterative approach to integration, allowing Funlab to extend the Voucherify usage to more brands and systems gradually.
“Our in-house system was very limiting – it allowed us only to roll out basic promo scenarios, without the flexibility to develop more advanced use cases. Thanks to Voucherify metadata capabilities, rolling out more advanced campaigns was a piece of cake.” – Harrison Carr, Funlab
As Funlab is undergoing major technology changes to how they store, manage, and use customer data, Voucherify headless architecture lets Funlab plug promotion capabilities into systems and touchpoints of their choice. For instance, Voucherify redemption data is streamed to Google Analytics, and soon, Voucherify will be able to communicate with Funlab’s new CRM systems, built on top of Salesforce Marketing Cloud.
Targeting campaigns with dynamic discounts
Due to Funlab’s complex pricing structure, they needed a solution with comprehensive customization capabilities. Thanks to Voucherify metadata objects and dynamic discount formulas, Funlab can now quickly run business-specific promotions that vary based on plenty of conditions, such as location, brand, day of the week, time of day, and demographics.
Apart from simple scenarios such as percentage, amount or fixed discounts which Funlab can whip out in minutes, they also implemented dynamic discounts to boost registrations on different days of the week. They used a standalone code to adjust the discount value based on the day. For example, they increased the discount to 20% from Monday to Thursday to boost bookings during off-peak times. On weekends (Friday-Sunday), the discount was lowered to 10%.
Funlab also offers bundle discounts for customers who book multiple activities together. For instance, if a customer books both activity A and activity B together, they receive a flat price discount. This encourages cross-shopping across Funlab's brands, enhancing the customer experience in the long-run.
Solution
They also rolled out Family Deals, which initially would flat price specific items based on the demographic (for instance 2 adults + 2 children).
Managing campaigns without coding
Voucherify allows Funlab to test and experiment with different campaigns for specific locations and brands, without negatively impacting other projects. Campaign management is also made easier with duplication capabilities, which allows Funlab’s marketing team to copy specific campaigns and adjust their settings in minutes before going live.
“Voucherify’s ability to consume metadata is a life-saver. It allows us to minimize development time and scale campaigns across selected brands and locations without damaging anything in the process.” – Harrison Carr, Funlab
Funlab promotes their campaigns by not only giving out printed promo codes to customers at venues, but also by leveraging various digital marketing channels to connect with their customer base, such as brand websites, emails, and collaborating with partners and affiliates.
For offline customer engagement, Funlab runs local area marketing campaigns where they share physical vouchers with neighbouring retailers at shopping centres. These include free games of bowling or laser tag and 10% discounts off parties.
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Voucherify advanced reporting and tracking features, allow Funlab’s customer service teams to better navigate all customer complaints regarding promotions – with unlimited user seats, customer service reps can quickly jump into Voucherify and troubleshoot what went wrong with a particular offer.
“The flexibility of Voucherify opened new acquisition channels and revenue opportunities for our brand, allowing us to upsell and cross-sell. We have a lot of channel partnerships where we are able to tap into their audience, offer them an exclusive discount, track the redemptions and see how that partnership is performing.” – Jess Pang, Funlab
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