Merlin Entertainments boosts online ticket sales with a global eCommerce solution from IBM

Published on 17 Nov 2011

IBM Global Business Services offered the best functional fit, but also, and perhaps more importantly, the best cultural fit. There was a definite can-do attitude and a willingness to go beyond the terms of the contract. We wanted not just a supplier, but a global partner for the long-term development of our online sales – IBM fitted the bill perfectly.

Andy Davies, Commercial Director for Merlin Entertainments Group

Merlin Entertainments

Media & Entertainment

Deployment country
United Kingdom


Merlin Entertainments Group is the second largest theme park and attractions company in the world, with more than 70 sites globally. In the UK, Merlin Entertainments operates Alton Towers, Chessington World of Adventures, Thorpe Park, Sea Life, Legoland, the London Eye, Madame Tussauds, Warwick Castle and more. The company employs more than 15,000 people during its peak trading periods, and generated operating profits of £198 million in the 2010 financial year.

Business need
Merlin Entertainments had no single, consistent process for online ticket sales. The cost of sales was variable, online cross-marketing and promotions were difficult, and there was no global sales visibility.

IBM® Global Business Services® developed and now supports a strategic global eCommerce solution based on IBM WebSphere® Commerce software, supporting 60 global attractions, 13 languages, seven currencies and 16 payment methods.

Reduces cost of sales, as a higher proportion of ticket sales are made online Cuts queuing, improves cash flow and reduces sensitivity of ticket sales to bad weather Delivers greater marketing control and global sales reporting


IBM products and services that were used in this case study.

WebSphere Commerce - Express

GBS BCS - iX&M - Digital Commerce


Legal information


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