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Total Ecommerce Transformation Delivering Great ROI

Tate have four major galleries situated across the UK, housing around 70,000 artworks including a national collection of British and international art. They are a British art institution and a highly-regarded global brand.

The organization was dissatisfied with their commerce platform, so they sought Blueleaf, an OSF Digital company’s assistance to help the brand enhance and expand its commerce capabilities beyond what it imagined possible. 

OSF implemented an 18-month project to completely redesign and replatform Tate’s ecommerce onto Salesforce Commerce Cloud. This huge programme of work was separated into three projects: tickets & membership, eticketing, and shop and commerce consolidation.

“OSF Digital did an excellent job understanding the complexity of this project and building solutions that integrated effectively with Salesforce Commerce Cloud, and also delivered a slick user experience through a process with some unavoidable complexity. We are not confident other partners would have the skills and flexibility to do this type of work to the same standard.”

Jon Haworth,

Senior Commercial Systems Manager at Tate

TATE'S NEW FEATURE-RICH WEBSITE ENCOURAGES CUSTOMER ENGAGEMENT
+10%
INCREASE IN
ONLINE
MEMBERSHIP
+73%
RISE IN TICKETS
BOOKED ON
MOBILE
+101%
GROWTH IN
REVENUE FOR
PATRONAGE
+41%
RISE IN GIFT AID
OPT-IN ON
MEMBERSHIPS
-15.5%
DROP IN
BOUNCE
RATE
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OSF extended Salesforce Commerce Cloud’s capabilities to handle non-traditional ecommerce products like tickets and memberships. Bespoke middleware was also created and housed in Tate’s Microsoft Azure cloud platform to connect their ticketing system, Enta to Commerce Cloud. Additionally, OSF Digital designed a slick purchase flow for tickets and memberships, making it as easy as possible for users to buy them on any device. The team greatly improved Gift Aid opt-in on ticket and membership sales, a significant extra revenue stream for Tate. A completely custom front-end was built for Commerce Cloud.


 
Ann Summers
 


Thanks to the work performed by OSF, Tate now have eticketing capabilities including a retrieval mechanism for lost tickets reducing calls to customer services. OSF redesigned and replatformed Tate’s Venda shop site onto Commerce Cloud and consolidated it with the tickets and membership sites.

Tate
Customers can now seamlessly buy a diverse mix of products including standard products (e.g. mugs, t-shirts, books), custom prints, tickets and memberships, all via a single basket and checkout. OSF Digital innovated the Einstein recommendations engine to avoid making improper recommendations and further enhanced its bespoke middleware to include Trilogy, Tate’s shop product ERP.

Tate now has a powerful, design-driven website that provides its valued members and supporters with the customer experience they deserve.

 

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