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Research Abstract
Merlin Entertainment Case Study
by IBM

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Published on: November 16, 2011
Type of content: CASE STUDY
Format: Unknown
Length: 4 pages
Price: FREE


Merlin Entertainments Group, the second largest theme park and attractions company in the world, had no single, consistent process for online ticket sales. The cost of sales was variable, online cross-marketing and promotions were difficult and there was no global sales visibility.

Costs were high as the company was maintaining several separate solutions internally as well as outsourced service providers which were charging a significant fee for each ticket sold.

Merlin sought a single e-commerce solution with greater functionality to increase efficiency and lower costs.

This paper details the option Merlin Entertainments selected. Read on to learn how this option reduced the cost of ticket sales as a higher proportion of ticket sales were conducted online, cut queuing to improve cash flow and reduce the sensitivity of ticket sales to bad weather, delivered greater marketing control and global sales reporting, and so much more.

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