Case Study: Science Museum Group grows visitor engagement and improves the visitor experience with Tessitura

How Science Museum Group grew engagement and enhanced the visitor experience

The Science Museum Group, which operates five major museums across England, faced a challenge in building long-term relationships with its visitors. Prior to the pandemic, the majority of visitors enjoyed the museums' free offerings without leaving any data, making it impossible to communicate with them after their visit. To safely reopen under new government guidelines, the group needed to implement a free timed ticketing system for all visitors, a significant operational shift from its previous open-door model.

Using their existing Tessitura platform, the Science Museum Group was able to quickly and cost-effectively pivot to a free timed admission system. The solution from Tessitura enabled online upsells, such as guidebooks and pre-booked lunches, which saw dramatic sales increases. It also facilitated a seamless donation path that significantly outperformed expectations and allowed the museums to gather essential visitor data. This data fueled a new communication strategy, including pre-visit emails and post-visit feedback surveys, leading to an 800,000 increase in online collection visits and allowing the group to build deeper, long-term relationships with its audience.

Science Museum Group

Pete Dickinson

Director of Communications and Audience