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

Linking Shopify and zkipster to the Spektrix CRM opened new pathways for operational excellence
  • Client: V&A Dundee Location: Dundee. Scotland Client type: Museum
Switched to Spektrix from SeatGeek in 20222
An Exterior Shot Of V&Amp;A Dundee

Centralised data for improved collaboration & automation

Scotland’s design museum, V&A Dundee, welcomes over 350,000 visitors a year. In addition to timed-entry exhibitions and galleries, the museum features a gift shop, restaurant, events, and workshops.

With this range of offerings, visitors engage with the museum in varying ways – and every interaction produces valuable data. By integrating powerful partner products with their CRM, the team has maximised usage of that data to save time and deliver the optimal visitor experience.

It's helped us understand what our colleagues are working with, such as our retail team using Shopify. This makes dealing with their data easier, allowing us to adapt on our side. Now, even if terminology is different, we can all confidently work towards the same endpoint.
Stu Fallow
CRM & Ticketing Officer

Optimised workflows for guest management and comps with zkipster and Zapier

Guest lists for non-ticketed events were 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.

Meanwhile, comps for ticketed events are automated through the combination of a Google Form and Zapier workflow that updates their Spektrix system and any associated guest lists. Colleagues from any department can provide free tickets when needed without having to go through the ticketing team.

This proved crucial for managing a large, annual late-night event at the museum, which pushed the venue’s capacity. The zkipster integration allowed key stakeholders and invited guests to RSVP and receive controlled comp tickets through Spektrix, ensuring the team could confidently manage the building’s capacity while also getting visibility of their attendance and engagement in Spektrix.

We know the more members use their benefits, the more likely they are to stay and renew.

Charlie BeaumontCRM & Insights Manager

Deeper understanding of members, donors, and visitors through Shopify data

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.

It's fostered a culture of testing and experimenting, which has been really good for our general work. We're trying things out, inquiring, and experimenting, rather than following a rigid, predetermined path and knowing exactly what we can and can't do.

Charlie BeaumontCRM & Insights Manager

Experimentation and iteration in a configurable tech stack

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.

  • Operational efficiency improved

    as automated guest management replaced manual administration.

  • Membership insights deepened

    by linking Shopify and Spektrix to track discount usage.

  • A culture of innovation emerged

    from the ability to test and iterate on workflows.

Integrations bring even more value to your Spektrix system

Through simple integrations of partner products, Spektrix is endlessly configurable. Organisations like V&A Dundee have the freedom to enhance their visitor experience and find creative solutions with a unified approach to manage museum data.

What problem are you trying to solve? There may be a partner integration that’s right for you.

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Your Spektrix solution is a powerful engine for success. Our partners provide the specialized integrations and expertise to fine-tune that power, helping you achieve specific goals and reach new heights.
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  • Point of Sale
  • Audience Engagement
  • Classes & Camps
  • Websites
  • Dynamic Pricing
  • Accessibility
  • Marketing & Advertising
  • Venue Operations
  • WiFi Sign Up
  • Volunteer Management

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