The Photographers' Gallery, an internationally renowned London Gallery dedicated to Photography, were seeking to replace their disparate collection of systems with a unified single Website, CRM and POS platform to better understand and engage with their audience.
With footfall of almost 350,000 people per year, The Photographers’ Gallery comprises of 3 public galleries, a commercial Print Sales department that sells work from £250 - £10,000, a Bookshop, Café, Talks & Events department, Development team (fundraising) and front of house/concierge team including event space booking.
A unified gallery platform
The project scope is nothing less than to successfully integrate data from all departments successfully into a single CRM to give a unified 360 view of audience interaction with the gallery, including transactional and gallery attendance information.
Talks and Event management
The CRM will be implemented to manage all talk and event ticket sales and bookings. This will include both online and back office ticket purchases for standard events and also VIP or “Patron” events.
The new CRM will replace the Gallery's existing Raiser's Edge platform to manage both volume membership and the gallery's Patron programme for high net worth individuals. The platform allows both online self service for signup and renewal, gift membership and also a members portal where members can login and see their transaction history and details.
The system will be the primary tool for data mining and marketing. The system will be integrated to the Mandrill mailing service for increased and robust deliverability. The system will be integrated to Social media platforms for both login and also social communications.
The Development team will use the CRM for managing fundraising targets, interpersonal communications and donation history. The CRM will be integrated to the Gallery's email server for automated email filing.
Point of Sale integration: Bookshop, Café and Print Sales
Point of sale systems used by the gallery bookshop, café and print sales teams will be integrated with the CRM platform so that transaction data is held in the CRM platform, for data mining and relationship building.
Finally the Gallery website will be replaced by an integrated Drupal website with ecommerce platform, with data unified to the CRM.