77652

As part of plans to enhance its offerings and improve customer engagement around its ‘leisure-tainment’ venues Funlab is experimenting with artificial intelligence.

Speaking at a Salesforce Agentforce event in Sydney this week, Funlab Head of Customer Relationships and Retention Tracy Tanti said the company is “excited to be able to start experimenting” with AI.

Agentforce is a Salesforce platform designed to build autonomous agents that can support employees or customers

As reported by ITNews, Tanti advised “we have a few AI-focused projects on the roadmap”, stating that Funlab wanted to "explore bringing more digital into real-life experiences and how AI can support our venue teams as well as other teams."

Noting considerable effort has gone into research and planning for AI experimentation, Tanti explained “when we started talking about one of these AI-focused projects, I had Salesforce connect us with a Salesforce customer who had already gone through an implementation journey.”

Tanti was linked with Robert Lopez, Chief Marketing and Innovation Officer at Norths Collective, who has boosted membership and user engagement by building out personalisation and analytics under its focused 360 customer view.

Tanti advised that Norths Collective overall transformation work will help shape Funlab’s own journey, going to say that Funlab had also focused on optimising and "organising our data to be able to be ready for the adoption of AI.”

More broadly, she explained that Funlab is in a post-digital transformation optimisation period where it is trying to "think about how we can deliver connected guest experiences and also how we can add value to the interactions with our guests and personalise throughout the relationship or the lifecycle."

The company is also expanding its operations into the USA, and has been looking to get its support infrastructure and systems right.

In addition to Strike, Holey Moley, Archie Brothers, Hijinx Hotel, B. Lucky & Sons and La Di Darts venues that it owns and operates locally, the Melbourne-based company has opened four Holey Moley locations in the USA in the last, with another two venues launching next month.

Commenting on this, Tanti went on to say “we see the US as becoming a significant portion of our total revenues in the years to come and we're thinking about how Salesforce supports us on this journey and helps us grow and nurture a strong and engaged database (of customers) in that market.”

ITNews also reported that Tanti added that the company is also looking to use Salesforce to continue to evolve and grow its event and function sales, which "are on a trajectory to reach around 39% of total online revenues", compared to and "around 23% earlier this year."

Images courtesy of Funlab/Holey Moley.

Related Articles

15th October 2024 - Funlab targeted in ransomware attack

11th October 2024 - Funlab venues across Australia to raise funds for mental wellbeing

30th May 2024 - End of lease sees closure of Sydney Holey Moley mini golf location

29th April 2024 - Funlab reveals new branding for Strike bowling

28th February 2024 - Funlab to open Holey Moley and Hijinx Hotel attractions in Canberra

28th November 2023 - Holey Moley launches new advertising campaign

19th November 2023 - Funlab opens first Holey Moley outlets in the USA

4th August 2023 - Funlab set to open new location in Melbourne’s Point Cook

23rd June 2023 - Funlab takes Holey Moley ‘leisure-tainment’ brand to the USA

7th October 2022 - Funlab opening in Christchurch helps activate EntX precinct

21st June 2022 - Funlab open world’s first challenge room ‘hotel’

18th May 2022 - Funlab launches all new Laser Tag and Zero Latency Virtual Reality experience at Docklands

8th March 2022 - Funlab launches inaugural augmented reality darts venue in Sydney

10th February 2022 - Funlab opens its multi-brand social entertainment centre in Fremantle

25th October 2021 - Funlab opens entertainment precinct on Sunshine Coast

21st January 2021 - Holey Moley mini golf concept set for Australian television debut

24th June 2020 - Funlab reopens Strike Bowling and Holey Moley attractions

15th November 2019 - Funlab launches new holes at Little Bourke Street Holey Moley attraction in Melbourne

11th December 2018 - Funlab opens its largest Holey Moley attraction at Clarke Quay in Singapore

5th May 2022 - FAN+ picks up Salesforce Australia Experience Bookings for 2022

4th October 2015 - Eventbrite launches EventbriteSync on Salesforce AppExchange

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.