Philadelphia Zoo: how a swipe card and this scanner will track guest behavior

An example of the scanners that the Philadelphia Zoo could use with its new swipe cards.

The Philadelphia Zoo is taking a step into the future by tracking its visitors’ behavior with new swipe card technology from San Diego-based ACTIVE Network, according to a press release.

Visitors can use the card to gain admission to attractions and to buy food and drinks. In turn, the Philadelphia Zoo will be able to collect data on its visitors’ behavior and use that data to increase membership and attendance by offering targeted promotions for customers.