Scalable personalistion for seven sister brands

The UK-based Woburn Estate includes a number of properties, including Woburn Safari Park, Woburn Abbey, Golf Club, Hotel and Bedford Estates.

All seven of the Woburn Estate brands run based off different business models, and have different audiences. And all of them are also in need of a strong digital presence, with a level of coordination and control over sprawling platforms and technologies.

We built a core engine through Optimizely DXP to underpin the entire ecosystem, giving individual brand, functionality and content flexibility. For each platform, we let each brand’s business and customer goals lead the experience design process. It meant the central team at Woburn can manage all seven sites through a common CMS interface, and deliver personalised journeys to visitors. It also gives us the flexibility to add new sites at light speed, without high cost or fresh development delays.

The Safari Park’s website is seing daily site users rising threefold to 15,000 per day, triple the page views per session and has dropped the bounce rate from over 50% to 14%.