Barbican CRM 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.