Barbican CRM strategy
The Barbican Centre enters its 25th anniversary year with some encouraging news about the loyalty of its audiences and results to its marketing and CRM (customer relationship management) strategy.
Four years ago, the Barbican’s average monthly audience was made up of 70% new customers to 30% repeat attenders. After making improvements to data capture and coding, developing new tools to interpret and understand data and setting up new initiatives to ensure customers had a meaningful customer journey from their first contact with the Centre, the Barbican’s monthly mix has now shifted to 58% repeat attenders to 42% new customers for its core arts activity.
There has also been a 270% increase in subscription revenue earned via the membership scheme with an uplift of 166% in patrons joining the membership scheme in the past 3 years.