Visitors to The Oceanographic Museum of Monaco can now use free on-site WiFi to share posts on social media, browse the web and connect with friends, whilst the attraction collects highly valuable visitor information thanks to a WiFi and analytics solution from Purple.
The cliffside attraction located 85 metres above sea level draws visitors from around the globe and is home to aquariums and collections of natural history. The museums marketing team is now able to gain a much deeper insight into the type of people actually visiting the site thanks to the installation of Purple and Cisco Meraki wireless equipment by IT solutions provider, Telis.
Visitors are able to access high-speed WiFi both inside the museum and in external areas via their preferred social media platforms. During the login process, an array of customer details are securely captured in the Purple Portal, including the individuals’ name, age, gender, visitor location, interests and frequency of visits. This information can be utilised for marketing purposes to strategically promote upcoming events, exhibitions and offers taking place at the museum.
In just two months, the WiFi network has already attracted over 4,000 users, with the majority of these individuals aged 18-24 years. Visitor data can be cleverly filtered to develop tailored communications, for example, if an art exhibition took place one weekend at the museum then their team can export all of the visitor data during this period and ensure these individuals are made aware of any future art shows, which in turn could increase visitor numbers and ticket sales.
Thanks to the information collected by Purple, the museum team can also ensure they have efficient staff numbers, signage, maps and merchandise to suit the type of visitors coming to the attraction. Purple has identified that the top three visitor locations according to WiFi users are Moscow, Kyiv and Paris, highlighting the opportunity to market to these specific audiences.
Commenting on the deployment of Purple at The Oceanographic Museum of Monaco, Gavin Wheeldon, CEO of Purple, said: “People enjoy being able to share photos and publicise where they are when visiting popular attractions, which is why WiFi is essential at venues like this. However, it is highly beneficial if the attraction can get some sort of return on their investment and with Purple, they can do just that. By acquiring valuable customer data, the museum team is now able to engage with tourists and distribute information, offers and event news to those who take the time to visit. It will be interesting to see how these insights are utilised by the museum to drive footfall and profits.”