Edinburgh Zoo's slick, mobile-first ticketing checkout journeys; a tailored Access Gamma integration

For more than 20 years Radiator Digital has built a reputation as a leading digital partner for brands in the leisure, attraction & tourist space.

Working closely with high profile brands including: Edinburgh Zoo, Skyscanner, The Clydeside Distillery, Visit Aberdeenshire, EICC, ASPRO Parks, Visit West Lothian, Falkirk Leisure & Culture, ADD Enterprise, and Go Rural, we know what it takes to enhance an attraction brand’s online profiles & performance, including:

  • A visually engaging presentation leveraging the impact of images & video
  • Balancing this engaging look & feel with fast-loading pages
  • A perfect user experience for users at work, home or on the move
  • Optimised & measurable transactional journeys
  • A site that sits at the heart of a digital marketing strategy including on-page SEO


This partnership commonly extends to integrating our clients’ sites with one of several leading CRM platforms; helping to solve operational inefficiencies, provide enhanced insights to help reduce costs, drive sales and deliver a better customer experience.

Access Gamma logo alongside the Radiator Digital and Umbraco CMS logos

Enter Access Gamma and its visitor management solution

Through our digital partnerships with the Royal Zoological Society, Edinburgh Zoo and The Clydeside Distillery, we have gained invaluable & proven experience of unleashing the impact of Access Gamma’s industry-leading, visitor management solution.

This solution comes feature-packed and is fully documented; meaning it easily integrates with your website, social media platforms, and other applications to increase efficiency, improve engagement and manage all your data centrally & securely.

Pivotal to leveraging the power from Access Gamma’s platform is a web CMS with flexibility at its core; supporting a seamless integration tailored to your exact needs, and resulting in the smoothest of user journeys, primed for conversions.

Our tailored Access Gamma integration allowed us to meet key objectives, such as driving donations organically from within the ticketing journey

Client Focus: RZSS Edinburgh Zoo

Renowned worldwide for its collection of over 2500 fascinating and endangered animals, and part of the Royal Zoological Society of Scotland (RZSS), Edinburgh Zoo serves as an international hub for conservation, via projects to revitalise endangered animals through breeding programmes, public education, and research.

As part of our ongoing digital partnership with RZSS, we were tasked with transforming the mobile user experience and streamlining their transactional journeys while lifting the site's overall visual identity.


Key online objectives:

  • Develop mobile-first transactional user journeys across: ticketing, membership & donation
  • Integration with Access Gamma to manage bookings and memberships; nurturing the customer relationship life-cycle
  • Improved revenue potential via the upselling of on-site experiences and quick, simple Gift Aid and donation options
  • Deliver an enhanced membership purchase & renewal UX including direct debit to spread costs
  • Reaffirm key messaging around conservation, animal adoption, and 'Feed our pandas' programs at critical points in the journeys
  • Easy creation of seasonal event landing pages including Spooktacular & Zoo Nights with live booking calendars tied to event-specific booking journeys within Access Gamma


The RZSS suite of sites, including Edinburgh Zoo and its sister park, Highland Wildlife Park, is driven by leading open-source CMS: Umbraco. Umbraco is loved by our team and clients alike – offering complete flexibility from a design, features, and 3rd party integration perspective whilst offering simple yet powerful client-side website management.

Spotlight on Edinburgh Zoo’s digital gains via Access Gamma

Centralised commercial operations management

Through Access Gamma, our client can manage ticketing, admissions, retail and catering, bookings and events, as well as every type of membership through one software and ePOS solution.

Relationship management

The Zoo’s digital team can see every interaction, interest, donation, event attendance and more. Engage your best prospects using prospect management tools.

Fundraising management

Audiences are initially forked on the site through several fundraising journeys including adoption / donation, with multi-criteria segmentation making it easy to create personalised and targeted multi-channel communications. 

Membership management

Our client can manage every type of membership and get a 360-degree view of supporters for greater insight. Set mailing preferences for personalised communications and easily run regular tasks such as subscriptions and renewals. 

Income & GiftAid management

Intuitively integrated at key points in the checkout journey & upsell-optimised through messaging and imagery – ‘how this will help’, ‘why GiftAid’ etc., claims are calculated in seconds and submitted at the click of a button. Easy income analysis and declaration processing simplify Gift Aid management.

Direct Debit payments

Growing income relies on regular payments and effective collection processes. The Zoo’s Direct Debit payment processing, powered by CharityCRM, cuts administration, eliminates collection failures and helps our client reduce attrition - leading to more income, quicker.

Membership and subscriptions management

A key online aim for the Zoo is to grow membership & improve loyalty. Access Gamma allows our client to manage memberships and subscriptions more efficiently, gain insight and drive revenue. Run every membership scheme, monitor performance and incentivise spend, all in one system.

Run multiple membership schemes such as ‘friends of’, Gift Aid and corporate membership, and manage membership types including group, family and joint.

Get closer to your customers

Create a better experience and drive sales Seamless integration with Access Charity CRM (API integration) lets you capture GDPR compliant visitor data and track venue visits, on-the-day spend and online purchases for better insight into visitor behaviour. Build comprehensive visitor profiles and create personalised experiences, communications and incentives.

The team took the time to understand not just the project but our wider organization, and regularly provided suggestions and improvements above and beyond the original brief. Radiator has been a pleasure to work with throughout.

Lisa Robshaw, Head of Marketing & Sales, RZSS, Aug 2022

The Clydeside Distillery use Access Gamma to offer timed distillery tours and single malt whisky tastings

The Clydeside Distillery

The Clydeside Distillery is a Single Malt Scotch Whisky distillery, visitor experience, café, specialist whisky shop and exclusive use events venue, which sits Clydeside in the heart of Glasgow.

RADIATOR was selected to create an enhanced user experience that communicates the Distillery’s brand story; enticing users from across the world to dive deep into the fascinating history of Glasgow and Whisky - leading to increased customer acquisition and retention through online sales, tours and bookings.

To meet the needs of promoting The Clydeside's unique history and immersive brand stories while maintaining a slick, speedy booking and shopping experience, a hybrid Umbraco-Shopify solution was deployed; offering our client the best of both worlds from a story-telling and eCommerce perspective.

Diagram showing how RADIATOR leverage multiple 3rd-party platforms to achieve a robust, seamless voucher purchase

Spotlight on The Clydeside Distillery’s digital gains via Access Gamma

Umbraco’s flexibility allowed our team to integrate seamlessly with our client’s Access Gamma setup to deliver a range of enhancements and measurable outcomes:

Streamline ticket sales and speed up entry

The Distillery can let visitors see live tour/experience availability, buy tickets and merchandise online. Cross-sell events, food and retail products with admissions. Manage on the-door, pre-booked and group admissions through the same system. Speed up entry with self-printed tickets, barcodes or encoded magnetic strips.

Convenient cross-selling

Sell advanced tickets and manage payment using Access Gamma’s web API. Customers can see live availability and variable pricing, pre-book events, food and retail products for the day, and mail order merchandise. 

Boosting loyalty

Digital & printed gift vouchers, run loyalty discount schemes, create new customer introduction plans and offer gift options to incentivise spend across the Distillery’s offering.

Gain more customer insight

See every interaction, interest, donation, event attendance and spend across ticketing, retail and catering to build comprehensive profiles for better insight & targeted communication e.g. promotion of new whisky releases to past visitors.

Personalised & targeted communication

Multi-criteria segmentation makes it easy to create personalised and targeted multi-channel communications. Segment visitors by the level of engagement and profitability, personalise mail and email communications, and incentives, for more effective marketing campaigns 

Retail management and stock control

Access Gamma allows our client to stay in control of stock and incentivise spend. Streamline stock management, automate reordering and process sales through the integrated ePOS system to increase their operational efficiency. Comprehensive product set-up options and customisable offers encourage cross-sell and incentivise spend.

Our customers are discerning and notice the detail and care that goes into our products. For us, it is very important that this approach continues through our online presence - an increasingly important route to market for us.

Radiator’s handling of our Team was reassuring and positive throughout – as have the results.

Andrew Morrison, MD, The Clydeside Distillery, Oct 2022

Ready to find out more?

To discuss how to get the most out of Access Gamma through your website, please contact: [email protected] or call us on 0141 332 0404