CRM software makes a splash at aquarium
Deep Sea Leisure improves intelligence and attendance
Aquarium operator Deep Sea Leisure has installed new customer relationship management (CRM) software to improve sales intelligence and boost attendance.
The system, designed specifically for the firm, manages sales histories and contact details for past customers to assist it in planning targeted promotions.
The ease of accessing data has enabled it to improve reporting across the business, pin-pointing areas where sales can be increased or stock cleared.
The installation follows the recent replacement of its Epos systems that were difficult to use and not suited to its current expansion.
Deep Sea Leisure operates Blue Planet Aquarium in Cheshire and Deep Sea World in Fife, Scotland and attracts about 700,000 visitors a year. With most people visiting at peak times, managing queues is vital.
It chose hospitality point-of-sale and head office software Venpos from VcsTimeless and implemented it overnight to ensure there was no down time. The tills were also installed with chip-and-PIN.
‘The new technology is touchscreen and very straightforward, so lengthy training is no longer necessary, which is important in an industry with a very high turnover of seasonal staff’ said finance director Sue Elaiho.
The new system is totally integrated, so staff in the head office, catering or retail can access information on events such as impending tour groups.
The company also runs two gift shops and a dive shop and the system has introduced automated bar codes to reduce mistakes and ensure more accurate stock control.
‘We operate in a largely cash orientated business, so cash control and security is very important,’ Elaiho continued. ‘The software also flags up any discrepancies, which helps us keep on top of any theft concerns.’
Online ticketing was also provided to enable visitors to avoid queues altogether.
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