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Feld Entertainment


ADDING EXTRA
MAGIC TO THE
DISNEY ON ICE
EXPERIENCE

THE CHALLENGE

Through a long-standing relationship and a deep understanding of both Feld
Entertainment and their Disney On Ice show, we could see there was opportunity
to bring more magic to the Disney On Ice customer experience.

1:85

ROAS on social media

18,000

email signups after GDPR cleanse

48:1

ROI from eCRM programme

DISCOVER

We needed to understand the customer base, and their needs and expectations. We
undertook a range of qualitative and quantitative research to help us empathise
with the customer base and prospects.


DEFINE

Our findings were brought to life with needs-based profiles and presented at a
workshop that placed the leadership team in the customer’s shoes. This is where
we started to redefine the customer experience from start to finish.


DEVELOP

Despite Feld Entertainment having a wealth of data, it wasn’t connected. We
pulled together raw transactional, social, venue, ticketing, partner and media
performance information into one consolidated platform. The platform was
designed to be intuitive, adaptable and user-friendly, to encourage adoption and
deliver efficiencies for the Feld Entertainment team.

By having one single data hub, Feld Entertainment could now collect, house and
interpret that data to create powerful insights. This included smart purchase
modelling, campaign planning and execution.

DEPLOY




We were able to use this hub to inform a strong eCRM programme with highly
targeted communications based on audience profiles and preferences.

It also told us that Feld Entertainment’s audience were hungry for more brand
touchpoints in and around venues to assist and entertain them. We introduced a
pre-ordering application for merchandise, food and drink to deliver directly to
a customer’s seat.

RESULT

The CRM programme was and continues to be a huge success, generating an average
of ROI of 48:1. Pre-orders exceeded all expectations, where Feld Entertainment
saw 4x spend value per order.

With the new MI and insights available to us, we were also able to attract new
partners and sponsorship opportunities.

MORE CASE STUDIES

Read more examples of how krow.x has used Creative CX to get results for its
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Creating a new customer experience roadmap to boost Mazda renewal rates.

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DEVELOPING SERVICE DESIGN BLUEPRINTS FOR PRET

How we improved the end-to-end customer experience for Pret’s delivery and
collection service.

Read more


80 Goswell Road,
London,
EC1V 7DB

Find us

+44 (0)20 7307 9643

Floor 3, Norfolk Tower,
48 - 52 Surrey Street,
Norwich NR1 3PA

Find us

+44 (0)1603 621587


NEW BUSINESS AND PRESS:

kayleigh.jenkins@krowgroup.com


SUPPLIERS AND PARTNERSHIPS:

tom.carter@krowgroup.com


CAREERS:

careers@krowgroup.com


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