31 May 2019Data, Visitor Behaviour and Experience: Four Tips To Improve Your Museum
Reporting module in VenposCloud allows you to acquire data on visitor behaviour
Track visitor numbers, visitor spend, membership numbers etc.
Use data to enact changes and send targeted marketing campaigns
Understanding your visitors is key to ensuring the success and legacy of your museum. What is it about your destination that compels visitors to attend? Is it the interesting exhibitions, the picturesque tea room, the inclusive catering offer or the distinctive merchandise? Does your museum attract a lot of unique visitors or are you attracting loyal return visitors? Lots of people in the museum sector are time poor and are managing multiple roles at once. The right visitor management system can give you detailed data insights at the click of a button which allow you to understand your visitors better and in turn improve your museum.
Kelmarsh Hall & Gardens is a Grade I listed country house built in 1732 and is in the care of a charitable trust. Before they implemented an integrated visitor management system from Vennersys, the Historic House had gone through some significant changes. They increased their opening days from 1 to 3 days a week during April to October. A new ‘life below stairs’ interactive visitor experience was launched in the servant quarters. Previously, visitor numbers, ticket prices and gift shop items were written down and then inputted which was extremely time-consuming.
Reports which offer you a deeper insight into customer behavior can easily be extracted from the system. Sophie Croasdale, visitor services & collections officer, “I can dig out information about our visitors which I’ve never had before. All that data will then help inform us on which days and months we are busiest, so we can plan accordingly. Interestingly the new system has shown that despite poor weather conditions on opening this year, our visitor numbers were higher than expected. This is particularly useful in relation to our latest attraction, the servants quarters, as this was the result of a large restoration project and we wanted to know how much demand there has been since it opened.” The information acquired in the reports enable the staff at Kelmarsh hall & Gardens to improve their visitor experience. They can provide extra provisions and staff for their busy periods. If the reports have shown that the life below stairs experience is particularly popular, they can focus on marketing this experience more. These insights can be a basis on which you can probe further. Did Kelmarsh Hall & Gardens experience high attendance numbers during a period of poor weather because of the new servants quarter experience or is there another reason? A survey could be conducted amongst visitors to further explore this.
Top Tips on Using Data to Improve Your Museum
1. Pick the right visitor management system for you
There are many systems out there which unify ticketing, memberships, CRM, event management, retail and hospitality into a single platform. You will need to identify the functionality and features that are crucial for your museum. It may be imperative that your system processes and prints out memberships and has an advance ticketing option for specific events. Our advice is to speak to at least 3-4 companies and to arrange a software demo at your museum so you can see it in action.
2. Identify parameters for reporting
Once you’ve selected your system you’ll need to identify the parameters you want to track in your reports. You could assess visitor spend, visitor numbers, stock control of merchandise and catering or many other categories. Now you know what you’re tracking; you can simply acquire the relevant reports from your visitor management solution.
3. Utilise Data
Data and statistics are meaningless if there not put into context. Are the visitor figures higher or lower than you expected? Are many visitors spending at the café and gift shops? What proportion of visitors are members? The data should be analysed and prompt a business action. For example, if visitor numbers are lower than expected, it may prompt an audit of the museum.
4. Evaluate Changes
Any changes that have occurred as a result of the data should be evaluated. These changes could be marketing promotions, an introduction of new catering items or features or changes in staffing. Assess these changes to see if they have been successful or not for the museum.
So, if you are thinking of installing a Visitor Management System, we are happy to help! The VenposCloud Visitor Management System has a dedicated reporting module which can be tailored to your attractions needs. Contact the team today for more information.