SINGAPORE ZOOLOGICAL GARDENS |
Overview |
Opened in 1973, the Singapore Zoo is one of the world’s premier wildlife park. Set in a rainforest environment, the Zoo’s world famous ‘open concept’ offers the opportunity to experience and be inspired by the wonders of nature. Some 2500 specimens from 300 animal species live in spacious landscaped environments simulating that of their natural habitat. The Zoo attracts 1.4 million visitors annually and families make up more than half the crowd during weekends. |
Strategy |
Mission |
To position itself as a Pro-Family business, the Zoo aims to inspire visitors with a greater appreciation for wildlife and conservation, whilst offering programmes, services and facilities that provide a fun, interactive experience for families so that they keep coming back. |
Product & Service Mix |
To provide an entertaining time for the whole family, there are animal shows and rides; and families can participate in regular talks, family camps and educational outreach programmes like behind-the-scenes workshops on wildlife conservation.
At Children’s World, Playland and Animal Land, activities are designed to provide children with hand-on interactive experiences such as animal feeding. |
Marketing & Promotions |
To encourage more families to visit zoo together, the Singapore Zoo offers the Friends of the Zoo and Wildlife Unlimited annual memberships, which offer unlimited access to the park for up to two adults and three children. |
Service |
Service Attitude |
To make families feel welcomed, staff are trained to engage children in a friendly manner and are empowered to manage customer satisfaction such as assisting the elderly on wheelchairs and parents with strollers. |
Nurturing service care |
To nurture service care, the zoo provides two tiers of interpretive educational signboards, one for adults and another catering to children. Signboards designed to appeal to kids are placed at a lower height and use simpler language and more graphics. |
Safety first |
100% of the zoo’s staff are trained in first aid and service
training includes the handling of emergency situations such as assisting lost children.
Playgrounds, exhibits and facilities used by children are designed to ensure their safety e.g. non-glass features, non-sharp objects, rounded corners etc. |
Infrastructure |
Access & Layout |
To cater to the tri-generational family, the zoo has built a very family friendly environment. For the elderly who have difficulty walking, there are wheelchairs and motorized convenience vehicles available to help them move around the zoo with ease. The park’s trams have been modified to accommodate wheelchairs and strollers and stops at key exhibits, making all areas of the park accessible to the elderly. Amphitheatres and show areas are built with designated stroller parking lots and space allocated for wheelchairs. |
Facilities |
To cater to fun-loving kids, there are extensive wet and dry, indoor and outdoor play grounds, children’s retail merchandise and toys, and restaurants that serve children meals.
Conveniently located air-conditioned shelters provide a comfortable resting place especially for tired children and the elderly. |
