Merkle (www.merkle.com), a leading technology enabled, data driven customer relationship marketing (CRM) firm and the nation’s largest privately-held agency, announced that it has been selected by Cedar Fair Entertainment Company, a leader in regional amusement parks, water parks and active entertainment, to build its innovative Season Pass-holder Benefits Center, adding to the multi-faceted relationship.
“We looked to Merkle to build the online functionality for our Season Pass-holder Benefits Center as they have already proved their expertise when delivering the Guest Preference Center in 2013,” said Daryle Powers, VP, CRM for Cedar Fair Entertainment Company.
Merkle’s relationship with Cedar Fair Entertainment Company began with the build-out of the company’s Connected CRM (cCRM)™ database two years ago, combining data across all 11 parks and 9 hotel properties. The database enables Cedar Fair to leverage the integrated customer data for highly tailored messaging and smarter marketing tactics. Most recently, Cedar Fair engaged Merkle to develop and launch a custom Season Pass-holder Benefits Center. The goal of the portal is to keep members engaged throughout the year by providing them with added value benefits for being a current Season Pass-holder including exclusive offers and up-to-date important park and ride information.
“Merkle is proud to partner with one of the largest regional amusement-resort operators in the world. It is our privilege to partner with them on the Season Pass-holder Benefits Center, where we aim to personalize, optimize and mobilize positive customer experiences for their Season Pass-holders,” said Andrew Hoeberichts, SVP, Leader of Merkle’s Travel, Media and Entertainment Practice. “This relationship exemplifies our focus on serving the customer-centric needs of the entertainment industry.”