Case Study: AMF Bowling achieves 15% online bookings (up from 2% in 12 months) with Sitecore

How AMF Bowling Grew its Online Revenue Percentage from 2% to 15% in 12 Months

AMF Bowling, an iconic tenpin bowling and entertainment brand with 43 locations across Australia and New Zealand, faced a restrictive legacy website that delivered poor customer insight and underperformed for online sales (under 2% of transactions). Seeking analytics, personalization, A/B testing and a mobile‑first user experience, AMF evaluated platforms and — working with digital partner Deepend — selected Sitecore (Sitecore.NET 7.2 / Sitecore Experience Platform) to support a data‑driven digital roadmap and improved path‑to‑purchase.

Built on Sitecore, the new responsive amfbowling.com.au added a streamlined booking engine, strong CTAs, “find a centre” functionality, live chat and CRM/marketing integrations (Salesforce and Salesforce Marketing Cloud), plus analytics and basic personalization. The results were rapid and measurable: online transactions climbed from less than 2% to 15% within 12 months, average order value rose, AMF recorded its highest year‑on‑year school‑holiday growth, and they gained actionable customer insights (for example, 50% of bookings occur 1–3 hours before a visit). Sitecore enabled these improvements and underpins AMF’s plans to increase online transactions further.

AMF Bowling

Ross Hoier

Head of Digital and CRM