Herschend Family Entertainment was using a previous Sitecore version 6.5, implemented by a different partner. Herschend selected Sitecore for its robust content management and personalization capabilities. Because its family of properties have varying sized staffs with a range of abilities to manage technology, the platform needed to allow each team to work fluently within its sites without relying on the corporate IT team or an outside vendor.
By integrating Sitecore (CMS) with CRM Microsoft Dynamics, Herschend captures additional customer insight around interactions. All this information is tracked in Sitecore through “Goals”.
The Sitecore implementation focused on mobile optimization, user experience, and CMS. The Arke team, Herschend’s Sitecore Platinum Partner, engaged with three squared, a dedicated design partner with extensive experience with enterprise Sitecore projects. The close alignment of design and development has contributed to the success of the project.
Because it’s extremely important to keep customers informed about the properties the increased ability to drive content changes, manipulate the look and feel of site pages, and manage key areas of the site, such as calendars is beneficial to Herschend.
Herschend’s Corporate team is empowering the individual properties to take more control of their individual sites and how they interact with customers and integrated platforms. They are gaining knowledge around analytics and reporting in the new Sitecore 8.1 platform. They can then better understand and determine how to connect with their target audiences to drive both increased engagement and improve business KPIs. A mobile-first approach was a significant part of this solution since mobile is has proven to be a major focus for customer-driven markets.
Dollywood is currently using data to track user experience with the CRM integration. They are building customer profiles with workflows to follow conversions through a third-party e-commerce platform. Max Mind GEO IP is used to personalize site pages based on user location which all six brands will begin using.
Herschend has made a long-term, multi-phased investment in its Sitecore platform and integrated technologies supported all the way through the highest levels of the organization. Working with Lars Petersen, Vice President, Business Optimization at Sitecore — the Arke and Herschend team has developed strategies for implementing personalization across the brands. Herschend was also a Sitecore 8 Lighthouse customer, giving them the opportunity to develop strategies for optimizing engagement and aligning business and marketing goals.