BIG4 Easts Beach CX Wi-Fi win

A wireless internet upgrade gave the holiday park the ability to provider better internet coverage and gain valuable customer usage analytics

BIG4 Easts Beach Holiday Park, struggling to meet guests’ growing internet demands, opted to upgrade its Wi-Fi and tap the analytics to analyse guests’ online behaviour to better meet their needs. 

The holiday park, located on the beachfront of Kiama, a small coastal town south of Sydney, is a popular family holiday spot and wanted to upgrade to a higher quality internet service and Wi-Fi access throughout the park. As the existing service had been a lower quality residential-grade service, it couldn’t be accessed everywhere, and had slower streaming speeds. It wanted to allow guests to access the Wi-Fi wherever throughout the park.

BIG4 Easts Beach Holiday Park director, Jennifer Drummond, told CMO it’s in the early stages of rolling out analytics and after the implementation, the next phase is about putting the analytics to use. The analytics will give access to demographics data such as age, gender, language and location, along with behavioural information such as frequency of visits to sites, amenities used or preferred, time of the day, dwell times and conversion rates.

It will also enable the park to collect presence analytics to provide a live view of the customer traffic within the venue and preference analytics based on whether the customer logs on through social media credentials or using a customised splash page. And beyond the data collection, it will enable valuable customer satisfaction insights to be gather.

“The platform has the capability to gather customer feedback by conducting various surveys and asking customers to rate, for example, amenities or events at the venue based on net promotor scores (NPS),” said Drummond.

In terms of managing privacy, Drummond said guest experience data is protected in line with Australian data security and privacy laws, and is also GDPR compliant. The network is provided by Vertel, in combination with Purple for the analytics, which links into CCTV cameras around the park, for service and robust security. 

And in the current pandemic, the location data can be used for ensuring compliance with government regulations around COVID-19. “The platform can also be used to enhance communications with customers by providing relevant information using personalised demographic data providing a better overall customer experience,” she said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in