How V&A Dundee Used Integrations to Manage Museum Data and Streamline Operations

Guest lists for non-ticketed events were previously a pain point for the V&A Dundee team.

They would print out each guest list, use paper and pen to mark attendance, and then later manually put that information into Spektrix.

Similarly, the process for comps generated a needless amount of manual work for the ticketing team, as stakeholders and colleagues would regularly email in their requests for comp tickets.

So, the team explored the Spektrix ecosystem to find an integrated partner that met those needs.

Through zkipster, they have access to powerful guest management tools that work seamlessly with the data in their Spektrix system. From school groups to special guests, they can serve the unique needs of every type of visitor while continuing to gather and utilise clean data. At special events, they can check guests in and update their Spektrix system with one click.

V&A Dundee is seeing the impact of their integrations throughout their loyalty pipeline.

For instance, the museum’s membership programme rewards members for their ongoing support with a discount code for the online Shopify store, among other benefits. However, with Shopify’s data unconnected to their membership data, the team had no way of knowing if members were making use of their codes.

Now, with the museum gift shop data in Shopify linked to their Spektrix CRM, they can track sales and code usage on an account level. With this data, they’ve adapted their comms to ensure members know the discount is available to them. This strategy has driven more members to use the discount code, increasing the value they enjoy from their membership.

"We know the more members use their benefits, the more likely they are to stay and renew." - Charlie Beaumont, CRM & Insights Manager

Meanwhile, with a centralised vision of customer spend in the shop and across all touchpoints, the fundraising team can more easily identify, understand, and reach potential donors. .

Zapier makes it simple to integrate Shopify, zkipster, and other tools in the Partner Directory with your Spektrix CRM. The team at V&A Dundee have been connecting these tools themselves, with no need for an external engineer or web dev.

They’ve found success by starting with the minimum viable product and building from there. Their Shopify integration, for instance, began with a template provided by Spektrix, which served as a useful skeleton. The museum’s team continually refined that workflow – iterating at least fifteen times – until they had a sophisticated setup fit to their vision.

The team now approaches challenges with the mentality that they can link two things together to find a solution. Looking forward, they are confident that as needs and products change over time, they’ll be able to keep experimenting, adapting, and growing.