Secure Parking is Australia’s largest car park operator currently expanding rapidly in Asia and Europe.
The company, which employs about 1000 people nationally, operates more than 200 carparks throughout Australia, and about 900 globally, in countries including New Zealand, Singapore, South East Asia, mainland China, India, the Middle East and the UK. With more than 30 years car parking industry experience, Secure Parking operates some of the largest car parks in Australia, including Sydney Airport, Sydney Olympic Park and Brisbane’s Riverside Centre.
Business problem: Using technology for competitive advantage
Parking technology innovation: Secure Parking is Australia’s market leader in carpark technology innovation. With unique parking initiatives aimed at delivering value and convenience to its customers, Secure Parking has introduced technology innovations including its Advantage Parker comprehensive fleet management solution as well as ground-breaking e-commerce options such as online booking facilities and prepaid vouchers. Every month, more than a million cars park at Secure Parking carparks in Australia.
Catering for new consumers: In 2006, Secure Parking decided to establish a website with easy-to-manage content that would allow it to launch a pioneering loyalty program, which would provide it with a unique competitive advantage. While the majority of its customers choose where to park their cars based on routine or convenience, an increasing number of consumers were deciding where to park based on incentives and special offers.
Club Secure loyalty program: A primary objective for this innovation was to offer these customers an easily accessible and frequently updated website that hosted Secure Parking’s Club Secure member rewards program. Club Secure is a free loyalty program that offers its members access to exclusive discounts and promotions, parking discount coupons for preferred car parks and a range of discounts from retailers, restaurants and entertainment venues around the country.
Control over content management: Secure Parking Chief Information Officer Brad Burrows said a critical factor for the planned website was its ease of management and the need for version control. “We were looking for a CMS (Content Management System) to provide the knowledge store for the website we were planning to build,” he said. “Rather than a static directory structure, we wanted the ability to go back in history to see version changes that had been made, so we had full knowledge of what we had done previously for effective future planning.”
We use Intralogic to manage the content for our website, which serves the business well. We’ve stayed with Weblogics for many years for a reason: It’s cost-effective and they’re good guys: They are easy to work with.
Chief Information Officer
Why Weblogics: Over the years, it has provided us with a competitive advantage
Simple-to-use scalable system: In 2006, Secure Parking selected the Intralogic software from Australian company Weblogics to provide the essential Content Management System for the planned website. Intralogic is an off-the-shelf business intranet containing fully integrated business process automation, document management, knowledge management and collaboration. With no programming required, Intralogic is simple to learn, use and administer, and is also scalable from small to large multi-office or multi-brand businesses.
Rich functionality: Brad Burrows said Secure Parking had selected Weblogics from a competitive tendering process to find a suitable Content Management System for managing its planned website. “Weblogics had a mature product and we liked its architecture,” he said. “Intralogic has rich functionally for its price point.”
Customised Carpark Management System: “We assessed Weblogics against a large number of criteria and they met our standards,” said Mr. Burrows. Secure Parking also contracted Weblogics to develop an Intralogic add-on module called Carpark Management System (CMS). The company uses the integrated system to manage and frequently modify content on its customer-facing website at www.secureparking.com.au as well as managing its Club Secure membership loyalty program and incentive marketing campaigns.
Cost-effective and easy: Mr. Burrows said although Secure Parking had used of much out-of-the-box functionality from Intralogic, the original project required some customisation in order to meet the company’s needs. “The implementation process was a five or six month project, without any major hiccups,” he said. “We use Intralogic to manage the content for our website, which serves the business well. We’ve stayed with Weblogics for many years for a reason. It’s cost-effective and they’re good guys: They are easy to work with.”
Online history tracks content changes: “Within Secure Parking, the main users are six or seven internal staff whose role is to manage content on the website,” said Mr Burrows. “We can easily make changes to the website. Our users can also preview what the pages look like before committing those changes. Intralogic also retains an online history, so we can go back for years to see what former content looked like. We can track the history of price changes, we can track loyalty and usage of the website by Club Secure members, so it is a very rich loyalty solution.”
The website is our go-to reference tool, which also feeds other tools such as our iPhone App. Our ability to frequently and easily update it with the Content Management System plays an important part of building customer loyalty. About 55 per cent of Club Secure members visit our website at least once a week while 20 per cent of our regular carpark users visit it once a fortnight.
Business Benefits: Rolling out the Weblogics solution to international markets
International reach with Intralogic: Late in 2010, Secure Parking contracted Weblogics to use Intralogic and CMS to provide Content Management Systems for the websites of its international operations in New Zealand, Singapore, India and London. “We did consider other software from overseas, but they would have been single instances whereas, long-term, we wanted a multi-tenanted solution,” said Mr. Burrows.
Future developments: “Creating the sites for those countries did not require major changes by Weblogics to the functionality of the application – it was largely things like currency and different Google maps. While we currently have four separate instances of the Weblogics solution, we are planning a project in which all countries will be served by a single instance of the system. That will make it easy for us to roll out the software to additional markets.”
Internet-based loyalty solution: Mr. Burrows said the Intralogic system enabled Secure Parking to serve its 150-200,000 Club Secure members through the website. “It’s our loyalty solution for parking customers who are looking for discount products,” he said. “It allows them to log on to see specials and offers, participate in marketing campaigns and change their details. We use the system extensively to run major campaigns each year.”
Cost-effective marketing: Mr. Burrows said the ease-of-use of Weblogics’ software had delivered many marketing and sales-related benefits to Secure Parking. “It has been a cost-effective solution for the business,” he said. “While the majority of our parking comes from routine parkers, the website is significant for maybe 20 per cent of our parkers. Over the years, it has provided us with a competitive advantage.”
Building customer loyalty: Secure Parking Corporate Marketing Manager Andrew Sapir said about one million people annually visited www.secureparking.com.au. “The website is our go-to reference tool, which also feeds other tools such as our iPhone app,” he said. “Our ability to frequently and easily update it with the Content Management System plays an important part of building customer loyalty. About 55 per cent of Club Secure members visit our website at least once a week while 20 per cent of our regular carpark users visit it once a fortnight.”
Evolving for future needs: “Club Secure is a unique product,” said Mr. Sapir. “We’re one of the only operators in the world to have a loyalty program like this, so it has opened up a completely new sector. As well as being an important part of our offering as we start to evolve to mobile technology, the website is playing a valuable role as we introduce our business to markets such as the UK and New Zealand. Weblogics has provided us with an easy-to-use Content Management System that makes the website a dynamic tool for our business, which is central to its success.”
Weblogics has developed enterprise-wide software solutions since 1991. Our mantra is to partner with businesses that recognise IT as a critical factor in achieving their competitive advantage. Weblogics has designed Web solutions since the late 1990s, creating product suites conceived from the beginning as web solutions. Each day, more than 30,000 users log on to a Weblogics intranet. Weblogics customers include banks, financial institutions, construction companies, not-for-profits, environmental companies, and project managers.
Call Weblogics on 02 9929 0777 or visit www.weblogics.com.au for more details.