SocialScope

Pros and Cons and Future Growth Prospects

Pros:

  • Platform agnostic (the previous zoo app was only available for android)
  • Having the wifi towers and charging stations will allow users to freely use their phones without having to worry about them losing battery
  • By being a native app, we can utilize features of the phone for the app’s features
    • Geolocation
    • NFC usage to send codes of the simplified app to other phones
  • By being built in house, we can build our app based on the customer needs
  • The 24/7 live view cameras give people a peak of the zoo from the comfort of their home. It can possibly convert them into physical visitors to the zoo in the future

Cons:

  • Costs will be expensive since we need to customize the coding for both iOS and Android 
  • The combination of native and built in house will take a considerable amount of time to create app

What are the future growth prospects?

The Philadelphia Zoo has traditionally innovated its services (in physical terms), such as the inclusion of its unique Zoo360 trail. But, it has no clear digital space. Our app will create a digital experience that will compliment the wonders of the zoo, while providing enhanced membership programs.

  • It will increase engagement will all customers:
    • The public version of the app will give those who are skeptical of visiting the zoo a chance to view the interactive map, or current one-time-visitors to find how close are zoo attractions, nearest bathrooms, gift shops, food carts and their menu and more.
    • The app’s upgraded version will increase engagement by attracting people to become members to receive its perks. 
    • Since the upgraded version is tied into memberships, there is greater incentive to become a member – thus increasing the zoo’s revenue. 
    • By providing an excellent digital experience, the app will also help retain customers to keep coming back whether they use the free feature or purchase the membership. Moreover, members can spread news of the app and how it compliments their experience, which could lead to more member referrals. 

What is the impact or use of the technology in the mobile or social space?

The Philadelphia Zoo has its own app, named Zoo360insider. This app cannot be found on the Apple store and has a rating of 1.9/5 stars on the Google App store.

  • The name of this current app is not ASO (app store optimization) or SEO friendly. Only those who have done research or have visited the Philadelphia Zoo will know about the Zoo360 trail.

SocialScope’s app will be on both app stores, which will expose its presence to users on both spectrums, unlike its counterpart. By naming the app “The Philadelphia Zoo App” or something similar, we can increase the app’s ASO and SEO. 

  • Negative reviews affect ASO. The current app’s main complaint is that it is either outdated or it does not allow users to login. Our app will be fully optimized to the needs of the customer and will incorporate many mobile features. With good reviews, we can increase the app’s ASO which will allow it to be seen by more people.

What is the future of the app post launch?

Here are our future recommendations for the Zoo to continue to work with us at SocialScope to understand KPIs and success.

  • We recommend to add in SMS marketing as part of the eCRM plan, and to create a referral program.

We also recommend that the Zoo should contract or hire the developers and historian in order to keep updating the Zoo’s app, along with creating new features for the app including:

  • Mobile Order Fast Lanes for restaurants within the park
  • 360 View of certain locations
  • More AR Technology locations
  • Scavenger Hunt integration with TRAKID app (already being used at the zoo)