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AFD Software’s Geolocation functionality used by Paultons Park

Paultons Park has achieved its aim of ‘frictionless checkout’, after two-button taps all address data is entered accurately on mobile devices.


Paultons Park is the UK’s number 1 theme park in 2020 according to TripAdvisor, and has been for five years running. As the Home of Peppa Pig World and over 70 rides and attractions in the New Forest National Park, it receives 1 million people each year.


Mobile devices are key to ticket sales and now accounts for 80% of online visitors. The address validation for visitor purchases was originally built for laptops and tills, not mobiles. Therefore, it was necessary to adapt for mobile, and for detailed data on devices to integrate its location quickly to find the nearest property.


Whilst address validation is great from a postcode or first line of an address, errors in the entry of the data or address selection are more likely to creep in on a mobile device. To overcome this and shave a few more seconds off the checkout process, AFD Software’s Geolocation address lookup was implemented.

Paultons park ride


Paultons Park has achieved its aim of ‘frictionless checkout’. Customers can now press a button, select their address listed in nearest order from the current location. After two-button taps all the address data is entered accurately.

"We have used AFD since 2011 for our online address capture of guests booking to visit the Park. In those nine years, the solution has consistently delivered validation of visitor addresses entered during the checkout process. This Geolocation enhancement further improves our customers experience by speeding up the process and removing errors."
Rob Lee, Digital Specialist at Paultons Park

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