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ZOO chooses Merkle to orchestrate data-driven evolution

October 4, 2022
Copenhagen, DK


As part of a strategic effort to stitch physical and digital experiences close together, Copenhagen ZOO has picked Merkle as a new partner. Anchored in a massive investment in data utilization and activation, the mission is to deliver even more joyful customer journeys.

One of the new partnership’s first tasks will be to launch a new version of the site zoo.dk. Moving on from there, the plan is to analyze the vast amount of data that flows through ZOO’s app to engineer new, exciting, and educational experiences for thousands of guests and users. Kenneth Madsen, Head of Digital at Copenhagen ZOO, can’t wait to get started:

– We’ve planned the different stages of our digital transformation meticulously, so I’m really looking forward to starting the process of connecting all the different touch points we’ve identified in our 2023 and 2024 roadmap. Partly because our objective is to be a reliable supplier of amazing moments for all the people we welcome every day – but also because strengthening the commercial aspect of our business means far better opportunities to succeed with our many animal and nature conservation projects. Which is the reason we exist.

A trip to Copenhagen ZOO has always been wonderfully unpredictable. Chimps will be chimps. And a part of the unique experience is that you’re never 100 % sure what’s going to happen next. Besides the fact that the goats must be petted, the pandas admired, and the hippos feature in an Instagram story. That will never change. The new partnership’s ambition is more about drawing strength from technology to build a platform where play and learning can begin before – and end after – the actual visit. Merkle’s systematic approach to securing high-end customer experiences has been crucial for ZOO’s decision. Louise Stolberg, Executive Director at Merkle, elaborates:

– Our detailed knowledge of ZOO’s tech stack has empowered us to build a strategy that will redefine guest experiences across a wide range of touchpoints and channels. It’s nothing short of a once-in-a-lifetime opportunity for us to be in this position. As part of the enterprise from A to Z, we can benefit greatly from our vast experience, ranging from business acumen to digital design and operational execution. First, it’s all about the site zoo.dk. After that, the mission will be to make sure that ZOO’s app grows into a truly integrated part of the total customer experience.

Copenhagen ZOO has a large base of followers and returning guests. In time, the new cooperation between renowned cultural institution and global digital powerhouse will also include a targeted effort to cultivate loyalty and engagement through unique content.


For questions and comments, please contact:

Kenneth Madsen, ZOO:
m: + 45 2223 7417
e: [email protected]

Louise Stolberg, Merkle:
m: + 45 4178 7692
e: [email protected]



About Merkle

Merkle is a leading customer experience management (CXM) agency delivering transformational customer experiences. We design and build digital products and services that drive behaviour change and deliver measurable outcomes.

Our heritage in data, technology and analytics is the foundation on which our marketing strategies and understanding of consumer insights is built. This, combined with expertise in performance creative and media, can offer our clients the content-driven, contextual and compelling customer experiences that drive business growth.

Merkle comprises more than 50 locations and 15,000+ employees worldwide.

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