Castleford-based Gravity Trampoline Parks has invested in technology from fellow Yorkshire-headquartered Force24, as the adrenaline-fuelled leisure destination prepares to open eight potential new sites over the next six months alone.
Work is currently underway behind the scenes, to launch a £1.8m park in Northampton by February, with seven additional sites also close to being secured nationwide.
With competitors typically opting for industrial estate locations, Gravity’s presence at 10 ready-established leisure and tourism destinations – such as Xscape in Castleford and the Blue Water Shopping Centre in Dartford – has been core to the brand’s success, in a crowded market, to date.
But with all eyes on increased footfall and marketplace reputation in 2020, sales director Shane Williams sought another differential.
The team has therefore invested in a new communications infrastructure – powered by marketing automation platform Force24 – to maintain ultra-personalised, GDPR-compliant conversations with thousands of consumers, at once.
Planning to utilise Force24 on a self-service basis, the goal is for Gravity’s new multichannel comms to drive 15% bottom line growth over the next 12 months.
“We operate in a world where new entrants are coming into the market, all the time,” explained Shane. “We’ve combatted this, to date, by being selective in our location choices – opting for high-footfall sites where we can add to the excitement of an already-planned day out.
“But we know that the UK is now an established experience economy, so we sought to do even more to capture the attention of our existing and prospective customers. Utilising Force24 means we can communicate with the right people, with the right message, via the right channel and at the right time. We hope to drive customer loyalty and visits to our new sites, as a result – Force24 will prove pivotal to Gravity’s growth.”
With five overseas franchise opportunities also currently being explored, this is an exciting time in Gravity’s expansion.
Force24’s business development director Brett James added: “The leisure and tourism industry is one we know well, with existing clients including Zip World, Park Holidays and Riviera Travel.
“Marketing automation is a savvy way to maintain relevant, regular dialogue with customers so I am really excited to see how Gravity drives rewards, loyalty, upsells and new business, using our platform.”