SeaQuest is an interactive aquarium and zoo adventure chain featuring 14 locations where guests can interact with marine, bird, and reptile wildlife. Since its founding in 2015, SeaQuest experienced remarkable growth, but recently their pace had begun to slow. This led the aquarium chain to work with Spatial.ai to explore whether customer segmentation could unlock new avenues for growth.

Discovering an Unexpected Audience With Customer Segmentation

The SeaQuest team uploaded customer data for each of their locations to the PersonaLive platform to segment their customers. Previously, the prevailing assumption had been that their core demographic was predominantly women with children. However, data revealed an unexpected trend: a significant number of single adults were frequenting SeaQuest locations.

Launching a Best-Selling Ticket Package

Inspired by these findings, SeaQuest was quick to innovate. They crafted a tailored ‘Date Night’ package that targeted the newly-discovered singles segment—a move grounded in data-driven confidence.

"PersonaLive revealed a large singles market visiting our locations, which challenged our assumptions about who our customers were. This inspired us to launch a date night package, which was so incredibly successful that it became our #1-selling product overnight."

The ‘Date Night’ package was a massive success, becoming the aquarium’s top-selling package overnight. The launch of the tailored offering also brought about unplanned benefits on social media, where popular dating influencers championed SeaQuest as an ideal date night destination. This endorsement amplified its popularity and extended its reach—all without additional marketing spend.

Harnessing the Power of Segmentation

SeaQuest was able to identify an underserved audience at unprecedented speed by leveraging the power of the PersonaLive segmentation. Instead of guessing their customer demographics, they were able to release a tailored ticket package with confidence and hit record sales in under 90 days.

Want to see a live demo of PersonaLive? Watch the on-demand webinar, where we demo the platform and teach you how to streamline the customer segmentation process to enhance marketing performance.