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Van Gogh Museum

A connected on-/offline museum experience

The Van Gogh Museum partnered with Nominow to unify visitor data, enhance the customer journey, and deliver personalized experiences. This collaboration resulted in improved operational collaboration and an impressive Net Promoter Score (NPS) of 69%, reflecting the museum's heightened engagement with its visitors.

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Connected on-/offline visitor journey

About the Van Gogh Museum

The Van Gogh Museum, located in Amsterdam, is a renowned institution dedicated to showcasing the works of Vincent van Gogh, housing the largest collection of his artworks globally.

Since its establishment in 1973, the museum has become a central hub for art enthusiasts, offering exhibitions that illuminate Van Gogh's creative journey.

The Challenge

With an annual visitor count of 2.3 million, the Van Gogh Museum faced the challenge of disconnected data silos and a fragmented customer journey. The museum sought to centralize its data repository to foster collaboration across departments and optimize the visitor experience.

Their goal was to comprehensively map the customer journey, enriching the encounter with Van Gogh's artistic heritage.

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The Solution

By leveraging Nominow, the Van Gogh Museum successfully centralized customer data management, seamlessly integrating legacy IT systems and the marketing technology stack. This enabled the museum to connect all customer touchpoints, including the webshop, ticket terminals, entrance gates, and customer service.

The result was the creation of a holistic customer 360 profile, facilitating collaboration between departments and enriching the data-driven online and offline customer journey.


The Outcome

The implementation of the Customer Data Platform empowered the Van Gogh Museum to fully leverage its customer data. By integrating various data sources within the existing IT framework, the museum gained detailed customer profiles, enabling highly personalized marketing initiatives.

This customer-centric approach, combined with the immersive art of Vincent Van Gogh, led to an impressive Net Promoter Score (NPS) of 69%.

Discover the flexible prices

Nominow offers a range of different options to suit any business. You can create your unique customer profile from € 899 per month.
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