Ingenico Group, the global leader in seamless payment, has partnered with London’s Postal Museum to drive the success of online ticketing both at home and across the world.
Launched in September 2017, more than 160,000 have flocked through the doors of the Postal Museum and it is well on course to exceed its target of 186,000 visitors in its first year. Online sales have been the cornerstone of the museum’s early success: 80% of tickets are purchased online in advance – a staggeringly high figure in the entertainment and attractions industry.
The main attraction at The Postal Museum is the world’s first driverless electric railway – Mail Rail – which opened in 1927 and transported post across central London. Its re-opening sparked media attention across the world, attracting visitors from across the world, with the highest sales coming from the USA, Australia, Germany, Hong Kong, the Netherlands and Canada.
“We monitor our customers’ feedback very carefully and are constantly evaluating and re-evaluating our online user experience,” said Ian Tolley, IT & Systems Manager, The Postal Museum. “That extends from the look and feel of the landing page, to the ticketing system, right through to the checkout.
Payments form a core pillar of The Postal Museum’s online user experience, and adopting a localised strategy supported by familiar payment methods has resulted in a significant boost to conversion, contributing to the museum’s impressive online sales record.
“The reporting facilities and control enabled by the Ingenico service are also top notch,” continued Tolley. “Our integration means we can find our way from an individual transaction on the ticketing systems to the customers’ entire payment process – from beginning to end. When we do have to issue a refund, it really couldn’t be simpler. We rate Ingenico incredibly highly in all these regards.”
Ingenico’s platform easily copes with spikes in activity, allowing the museum to continue selling seamlessly during sales and peak periods.
Commenting on the museum’s early success, Tolley said: “We’ve found a real interest in how the postal system reflects the history and culture of the United Kingdom. I always like to think of it as the original social network, the means by which information used to flow through the country. The Mail Rail was also a remarkable engineering achievement for its time; taking the ride under central London is something that has an extremely broad appeal.”
A story of re-birth, these outstanding collections had been mothballed when the original National Postal Museum closed in 1998. Twenty years on and the Postal Heritage Trust relaunched the experience last year, generating overwhelming online traffic from those eager to visit first.
“British culture is exported across the world, from the BBC Downton Abbey series, to the Royal Wedding, to the Premier League,” said Sangeetha Narasimhan Regional Marketing Director, EMEA / Ingenico Retail SMB. “London’s Postal Museum has seen huge success tapping into this international interest, enabling customers across the globe to plan ahead by buying their tickets online simply, securely and quickly.”
Now approaching its first anniversary, The Postal Museum is going from strength to strength; in May 2018, the museum became one of just five attractions shortlisted for the Art Fund Museum of the Year Award, the world’s biggest prize for museums.
With a record 19 million foreign tourists visiting London in 2017, The Postal Museum is well positioned to continue growing its international visitor count. Supported by a truly global payment partner, the museum has developed an exceptional online user experience, encouraging customers to plan ahead and ensure they enjoy their trip to London to the fullest. By completing the vast majority of its sales online, The Postal Museum hopes to continue its upward trajectory throughout 2018 and beyond.