Van Gogh Museum has got off to a flying start, with room for more people

Last week we started with a lot of energy Van Gogh Museum. Brand doctors sprint for four weeks as the 'eyes and ears of the museum', to offer as many visitors as possible a great visitor experience. We share our findings from the first week.

Data crunching

How exactly do we map the visitor experience? By being present in the museum a lot, observing and talking to visitors. In addition, the museum keeps a close eye on data from various sources every day.

The Van Gogh Museum monitors visitor numbers, google analytics, reservations, no scans (if people do buy a ticket, but don't come), how long someone walks around on a multimedia tour and also actively collects digital feedback from visitors. What did people think of the visit to the museum? What have you enjoyed and what can be improved?

The Van Gogh Museum keeps an eye on how many people are in the building, and whether it is too busy around the most popular masterpieces, for example. But also within zones, for example whether visitors use the inside, outside stairs or the elevator to get back on the ground floor.

Since March 2018, they have been working with entrance tickets that are only available online and there are no more queues at the entrance.

The Van Gogh Museum was already the international leader in the sale of (only) online tickets, since March 2018 they have been working with entrance tickets that are only available online and there are no more queues at the entrance. They have programmed an ingenious system and have been working with tee times since 2013. And that now offers the museum a great advantage: they are integrated into the systems and master of analyzing the data.

exciting

It was exciting for the entire museum world how the reopening of museums would run from 1 June. How do visitors react to the new measures, do they feel safe and above all do they have a pleasant experience? Because no one has ever had to deal with such a situation before, Branddoctors was ready to map the bottlenecks and optimize the visitor experience where necessary.

Reopening Van Gogh Museum
Reopening Van Gogh Museum on June 1, 2020

 

What turned out? Everything went very smoothly during the first week. No traffic jams, no confusion, no problems with each other. Visitors stay on average as long as before the closure due to corona, about 2 hours, and dwell longer on the paintings. The Van Gogh Museum has a sky-high NPS score (76% (n = 320) versus 49% in February).

Peace is the biggest plus

Visitors are very pleased with the experience: tranquility is the biggest plus. In the digital feedback, 55% of the respondents spontaneously mention 'the peace' in the museum. The corona measures are not exaggerated and you feel safe. "You now really have time to take a good look at the paintings, at your own pace."

"You now really have time to take a good look at the paintings, at your own pace."

 

Rest in the Van Gogh Museum
An excellent opportunity to view the art in peace in the Van Gogh Museum

 

It almost feels like a VIP visit. Many of the visitors say to come precisely because it is so quiet now. “I like to go to the museum with my daughter after school and then we just want to walk in. Then I did not quickly think of the Van Gogh Museum, because of the crowds. So this is an excellent opportunity, ”says a mother from Amsterdam with a 10-year-old daughter.

For several years now, the museum has been debunking the persistent image that comes to mind for most people when they think of the Van Gogh Museum, namely a long line of tourists in front of the door. But that has not been the case since 2018.

New kind of criticism

Of course there are also some points of criticism. Some visitors thought it was a bit too quiet, they are looking for excitement: the feeling of being among people. And the peace suddenly turns out to be fragile and easy to disturb: you can already be annoyed by the sound from someone else's headphones. The hand sanitizer also smells too strong. The Van Gogh Museum set to work with this feedback. Visitor numbers have increased from 25 people to 35 people every XNUMX minutes.

And the peace suddenly turns out to be fragile and easy to disturb: you can already be annoyed by the sound from someone else's headphones.

Dutch people

In general, visitors are currently rated very highly with few points for improvement. That is why we are now focusing on the question: 'how do we ensure that Dutch visitors find their way to the Van Gogh Museum?' Because that is currently the task they are facing now. That is why we are part of a brainstorming session of the marketing team.

The Van Gogh Museum is a museum that is usually frequented. Previously, about 85% of visitors to the Van Gogh Museum came from abroad. It Rijksmuseum has always had many Dutch visitors in relation to foreign visitors, while the Anne Frank House just as the Van Gogh Museum is very popular among tourists. How do we activate the Dutch to come to the Van Gogh Museum now?

Previously, about 85% of visitors to the Van Gogh Museum came from abroad.

We already have a lot insights picked up in the first week. This week we focus on developing attractive propositions for various Dutch target groups. We do this in a workshop with Van Gogh Museum marketers, of course remotely. We then pitch these ideas in the organization and eventually we will share them propositions validate and put on the market as soon as possible.

We will take you into this process in the near future. Follow the series 'The eyes and ears of the Van Gogh Museum' LinkedIn en Instagram.

And if you want to take a look in peace, order your tickets online https://tickets.vangoghmuseum.nl/.

Published on
10 June 2020

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Author
Emilie Admiral