Melbourne Museum Uses Customer Insights to Improve the Parking Experience

Melbourne Museum Uses Customer Insights to Improve the Parking Experience

October 8th, 2019 - Payments, ATMs and Unattended

Located in the city of Melbourne, Australia, Melbourne Museum is the largest museum in the southern hemisphere and is part of Australia’s largest public museum organisation. Voted as one of Australia’s most popular tourist attractions, Melbourne Museum attracts two million visitors every year and is supported by more than 600 staff and 500 volunteers.

The Melbourne Museum car parks manages parking for Melbourne Museum, Science Works and the Royal Exhibition Building, providing facilities for staff, volunteers and visitors.

Managing events and seasonal trends

As with any major leisure organisation, parking can become difficult when exclusive exhibitions are hosted by the museum.

Customers can become frustrated and disappointed with not being able to access the ‘must-see’ exhibition and even more annoyed if they have obtained a ticket to the event but are not able to find parking on the day that they visit.

To improve the parking experience for its customers, Melbourne Museum sought to solve the parking problem that exhibitions can present along with the normal peak periods of attendance. The parking journey needed to be considered as part of the overall experience, making customer’s visits enjoyable and seamless.

Making it easier for customers to park

Besides just managing seasonal trends and capacity in its car parks, the Museum wanted to offer its Museum Victoria members special rates and a better experience. As more customers were purchasing tickets online, the Museum wanted to offer the same experience for parking, enabling customers to pre-book their parking.

The ADVAM reservation platform enables Melbourne Museum’s customers to book their parking in advance, providing a range of options including Early Bird, All Day Parking, Weekend Specials and a discounted rate for Museum Victoria members.

Seamless parking experience

For the pre-book experience to be a seamless experience for the Museum and its customers it was imperative that the booking engine was available as a continuous link from the Melbourne Museum website and presented in line with the Museum’s branding.

Melbourne Museum can manage the images, wording and pricing presented on the booking engine, displaying special promotions and essential information to its customers.

Customers book their parking online, using the ADVAM platform, they then enter the car park using the credit card used for payment when making the booking.

The access control system connects to the ADVAM solution, so it knows that the customer has already paid and enables them to enter/exit the car park during their allotted time.

The use of marketing to drive growth

Following a targeted marketing campaign, Melbourne Museum have seen a marked increase in bookings made via the reservation platform. In a clear metric of success, the average number of monthly bookings increased by 384% from the period before marketing commenced.

This increase has been realised across all parking payment platforms, demonstrating that the reservation platform is a contributing factor in the increase in customer parking and not just a shift from on-foot to pre-book parkers.

Improving the customer’s parking experience

Following the launch of the reservation system in 2013, Melbourne Museum and its customers have seen a vast improvement in the parking experience. The marketing campaigns have helped over 30,000 individual customers pre-book their parking and improve their overall experience.

In line, with the Museums core objective in making the parking and museum visit experience seamless, the Museum has seen an increase in overall visitor satisfaction, reaching a 99% satisfaction rating.

Working with a provider like ADVAM has enabled Melbourne Museum to enhance its core product offering with the value-added service of parking. This has hugely impacted customer satisfaction levels which will in turn boost revenue and attract more customers. Peripheral services can often be overlooked but Melbourne Museum had the vision to encompass the wider customer journey, and with the help of experts like ADVAM this proved to be a major contributor to success.

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