THE COURTAULD
IN PARTNERSHIP WITH UN.TITLED (PART OF THE WILLIAMS COMMERCE GROUP)
Anthea Tuner with Matthew Hunt, The Courtauld
Te Courtauld Institute of Art works to advance how we see and understand the visual arts. It is home to an internatioinally- renowned centre for research and the teaching of art history, and a major public gallery. It scooped the award in the Best Business to Consumer Performance: Charity category for its partnership with UN- TITLED (part of the Williams Commerce Group).
Te Courtauld’s previous website was built on the WordPress platform, was outdated and did not align with its ongoing direction. It also had issues with accessibility regulations. Te site required complete redevelopment, ticketing integration, eCommerce development and integration, as well as design and UX – the latter achieved in collaboration with brand and design agency Spy.
Following completion, Te Courtauld has achieved some sensational results, with a significant increase in transactions, online revenue and sessions. Te new user flows, optimised UX, UI and accessibility, are paying dividends and allowing the Courtauld to begin a new digital chapter.
Te work needed to be completed to a tight schedule and inline with the reopening of Te Courtauld Gallery in May 2021 when the main site went live. Tis was followed by a new box office system and CRM using Tessitura and a new Shopify store. Te store sells artistic gifts, prints, books, stationery, fashion and home products which appeal to its visitors and supporters. Both the ticketing and the online store were live in September 2021.
Since launch over 85 per cent of gallery visitors are completing their ticket purchases online prior to their visit and this delivers great benefits in the visitor experience. Tis includes provision of key information in booking confirmations and speedy check-in on arrival. Te drive to online ticket sales is also delivering a rapidly growing database of gallery and shop customers. Trough the cross-selling features, Te Courtauld has also been able to successfully promote its Friend and Patrons membership scheme.
In numbers: online sales transactions up by 7,400 per cent (Q3 vs Q4 in 2021) and online revenue up by 28,735 per cent. Sessions increased by 80 per cent year on year. Te Courtauld has also doubled its membership.
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