Convious eCommerce Solution launches at West Midland Safari Park for attractions management and pricing

West Midland Safari Park (WMSP), part of the Looping Group, has formalised an ongoing partnership with leading experience economy software developer and app innovator Convious. This will streamline all aspects of its eCommerce and attraction operations across the park and unify online and office customer experiences. 

Modern UK leisure venues often struggle with fragmented visitor data, where disparate systems for online ticketing, on-site admissions, and retail create friction. West Midland Safari Park required a solution to reconcile these siloed environments, ensuring that the transition from a digital booking to an on-site safari experience is consistent and frictionless.

By leveraging the Convious platform, WMSP has streamlined its entire operational tech stack. This transition allows the park to move away from legacy manual processes, enabling a unified, data-driven approach to management. The platform provides the agility needed to handle volume, enhance digital interactions, and align all touchpoints from browsing to online booking. 

The Challenge: Unified Guest Experience

WMSP holds over 165 species of exotic animals, hosts seasonal events, and has an adventure theme park. The Park is highly regarded for its conservation work and actively collaborates on projects with other zoological parks, national and international conservation bodies, and universities, including endangered species breeding programmes. 

This multi-year deal will see Convious collaborate with WMSP to provide a fully integrated eCommerce, crowd control, and guest experience platform, rolling out a park-wide solution that will simplify operations and enhance performance. This includes ticketing, finance, and guest experience features, enabling complete real-time insights and control, all through one cloud-based platform.

The initial focus for the data-driven AI solution will be on driving better online conversion rates, introducing dynamic pricing to increase accessibility, and simplifying the guest purchase experience during and after their visit.

Vikki Green, Head of Marketing at West Midland Safari Park, comments:

“We are always looking at ways to enhance the guest experience, and the tangible, personalised and data-driven insights that we get through the Convious platform will help us to do that. By better understanding our visitors, we can respond to ever-changing guest expectations and make everyone feel valued, whether that’s through online interactions or on-site.

“We’re really looking forward to bringing the Convious tools to our visitors so they can have the best possible customer experience”.   

The Impact: Operational Efficiency and Scalability

This partnership provides WMSP with a cloud-based platform that offers total visibility and real-time control. By consolidating its tech stack, WMSP has achieved:

• Enhanced Operational Agility: Real-time insights allow the park to optimize crowd control and resource management.
• Scalable Guest Engagement: The ability to provide a personalized journey, ensuring guests feel valued across both digital and physical touchpoints.
• Future-Proofing: By automating the guest purchase experience and streamlining back-end financial and ticketing operations, the park is better positioned to integrate new conservation, research, and breeding programme initiatives without operational bottlenecks.

Convious is an AI-driven, all-in-one e-commerce platform specifically designed for the leisure and attractions industry, such as theme parks, zoos, and museums. It enables operators to manage ticketing, dynamic pricing, and visitor engagement in one place to increase conversions and enhance the guest experience from booking to visit. With our eCom, Self-service Kiosks, and Point-of-Sale solutions, we turn first-time visitors into long-time loyals.