CHICAGO — Businesses should investigate ways to evolve their personalization strategies to keep pace with customer expectations. That was the message Arke VP of Strategy Margaret Wise shared here yesterday at the second stop on Sitecore’s Digital Destiny Tour.

Sitecore, a leading digital experience platform provider, organized the four-city tour to share insights about transformative digital customer experiences.

Arke is one of the event’s leading sponsors.

Wise and other speakers focused on the ways businesses can capitalize on digital tools and technologies to deepen customer relationships and enhance brand loyalty. They shared how their own clients created memorable online customer experiences and explained how other businesses could follow similar paths to success.

Atlanta: Next on the Sitecore Digital Destiny Tour

The Sitecore Digital Destiny Tour kicked off in Seattle on Tuesday and will continue next week with stops in New York City and Arke’s hometown of Atlanta, where Wise will again share insights on becoming successful in digital business.

The Atlanta event starts at 8 a.m. Monday, March 12 at the Westin Buckhead. It’s open to Sitecore customers, prospective customers, partners, and other marketing executives interested in taking their digital customer experiences to the next level.

The Atlanta event will mirror the Chicago event, with a focus on optimizing online customer experiences.

Wise will again discuss how a leading theme park, Dollywood, used Sitecore to improve personalization and address the challenges of connecting guest journeys across disparate systems.

How Dollywood Enhanced Digital CX

Owned by entertainer Dolly Parton and Herschend Family Entertainment (HFE), Dollywood is located in Pigeon Forge, Tennessee. Atlanta-based HFE turned to Arke to implement a next-generation content management system or digital customer experience platform with robust personalization capabilities.

With more than 10,000 employees, HFE creates, develops, and operates entertainment, tourism, and hospitality properties in 23 locations in six states.

HFE wanted to better manage its content, implement advanced personalization, and provide a more robust mobile customer experience. It decided to take full advantage of its existing Sitecore platform by partnering with Arke, a Sitecore Platinum Partner.

Arke upgraded HFE’s Sitecore installation, empowering the company’s individual properties to make better use of the platform’s functionality. Dollywood was the first of the HFE brands to use personalization in the new implementation.

Arke helped HFE connect its intelligence across touchpoints. It also enabled it to track visitors across multiple sites, Wise explained.

Sitecore Digital Destiny Tour

The Look of Digital Success

The company can now successfully execute A/B and multivariate testing and deeply personalize content. “Now, relevant content on the Dollywood website changes based on what we already know about the visitor. That shows visitors the company cares about who they are and values their business,” Wise said.

HFE can also better leverage its customer relationship management (CRM) data, and track conversions across platforms.

“We want to turn anonymous contact into known contact. Why? Because we want to show visitors that we care about the relationship. We want to show relevant content around key things we know about them,” Wise said.

HFE continues to evolve its digital presence, using data to drive deeper customer insights. “The HFE team consistently tests offers and intently monitors their KPIs for future growth opportunities,” Wise said.

Interested in hearing more about exceptional digital customer experience? Join us for the Sitecore Digital Destiny Tour in Atlanta on Monday. And register now for the Arke CX Summit, which will be held April 18 at the Buckhead Club in Atlanta.

About Arke

Atlanta-based Arke develops strategies and implements digital technologies for better brand experience for your customers.