Visitor Journey: Crafting Memorable Museum Experiences

“To define a visitor’s journey enables us to shape their experience. “

Pre-Visit Engagement

Digital Planning Tools

The British Museum has been absolutely acing it with their comprehensive online presence. They've got these fab interactive features that let visitors explore collections and exhibitions before they even step foot in the building. It's like a little teaser that builds excitement for the real deal.

Personalised Recommendations

The V&A Museum in London has been doing a smashing job with personalisation, using data analytics and visitor feedback to tailor their content and exhibits to different visitor segments. It's a clever way to ensure everyone finds something that tickles their fancy, don't you think?

On-Site Experience

Interactive Exhibits

Speaking of tech, mobile apps are all the rage. The Louvre in Paris (I know, not UK, but bear with me) has this brilliant app that's not just an interactive guide, but also helps manage visitor flow and cut down on those pesky queue times. Imagine that - less time waiting, more time exploring!

Way-finding and Digital Signage

Let's not overlook the basics. Good old-fashioned signage can make a world of difference. As our friends at Museums Galleries Scotland remind us, clear external signs can help people find your museum easily. It might seem simple, but it's a crucial part of the visitor journey.

Human Touch

At Wellcome Collection in London, they've got this fantastic chap named Dickon Moore who's all about creating meaningful interactions with visitors. It's not just about the exhibits, you see - it's about the conversations and connections we make along the way.

Commerciality - Not secondary spend but spend

Let's not forget about the commercial side of things, which is absolutely crucial for enhancing the visitor experience. At National Museums Liverpool, we've seen firsthand how well-thought-out commercial initiatives can make a real difference.

Gift Shops and Cafés

These aren't just add-ons, they're integral parts of the visitor journey. A well-stocked gift shop allows visitors to take a piece of their experience home with them, while a café provides a much-needed rest stop and a chance to reflect on what they've seen.

Premium Experiences

Take a leaf out of the Imperial War Museum's book. They offer premium propositions like pre-opening and early-morning tours. These higher-priced tickets unlock more value for those wanting a more personalised, exclusive experience.

Venue Hire and Events

The Foundling Museum in Central London has revolutionised its approach to venue hire, aligning it with the museum's identity and purpose. They're on track to double their venue hire income in 2024/25.

E-commerce and Digital Offerings

The Tank Museum in Dorset has embraced e-commerce with staggering results. By focusing on 'owning' its niche of military and tank enthusiasts, they've transformed their online shop and digital offerings.

Post-Visit Engagement

Follow-up Communication

Here's a fun fact for you: the Smithsonian National Museum of Natural History's online "Animals are Talking" campaign racked up a whopping 2.5 million views in just a few days. That's the power of engaging digital content, folks! It's a brilliant example of how to keep visitors engaged even after they've left the building.

Continuous Improvement

Journey Mapping and Feedback Collection

Now, I know what you're thinking - what about the smaller museums?" Well, fear not! Regional museums can take a leaf out of the big national institutions' book. By designing programmes that reflect local interests while incorporating broader themes, they can boost footfall and forge deeper connections with visitors. 

“It's all about understanding your audience segmentation and developing that audience based on continuous feedback.”

In conclusion,

Whether it's through personalisation, technology, human interaction, commercial initiatives or just making sure people can find the front door, there are loads of ways to enhance the visitor experience in museums. 

By taking inspiration from these successful strategies and backing them up with solid data, we can create truly memorable experiences for everyone who walks through our doors.

Want to find out more of what we are doing at National Museums Liverpool ? Well watch this space to learn how our team deploy the ole razzle dazzle as I will look to pull back the curtain and focus on key areas in the coming weeks and months. 🧔🏻‍♂️

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