In the heart of Amsterdam stands one of the world’s most visited museums: the Van Gogh Museum. Welcoming millions each year, it faces the challenge of managing crowds while offering a rich, flexible visitor experience.
What began nearly a decade ago as a solution for online ticketing has grown into a strategic partnership between the Van Gogh Museum and CM.com. With technology as the foundation and innovation as a shared goal, both parties continue to enhance the visitor experience - producing not just tangible results, but also serving as a model for other museums and cultural institutions.
Managing visitor traffic was a challenge for years. Long entrance lines and peak-time congestion affected both guest experience and staff workload. The shift to a digital ticketing system with timed entry marked a turning point, providing the crowd control the museum needed.
Through CM.com’s platform, visitors can easily book tickets online with a specified entry time. This staggered entry system helps distribute visitor numbers more evenly throughout the day, reducing peaks and valleys and resulting in a more stable occupancy rate.
“A key reason for this collaboration was our need to better manage visitor flows. In the past, long queues outside posed a challenge for both visitors and staff. Moving to online ticketing has significantly improved this situation. It’s led to smoother entry and a more pleasant experience for everyone,” – Rob Groot, Business Director, Van Gogh Museum.
The system also provides valuable insights. Staff know in advance how many visitors to expect, allowing for better planning. Crowds become predictable, staffing becomes more efficient, and visitors feel welcomed instead of rushed.
A museum visit is more than just viewing art - it’s about learning, experiencing, and connecting. That’s why the Van Gogh Museum developed an audio tour that brings the stories behind the artworks to life. Together with CM.com, this tour was seamlessly integrated into the online ticket purchase flow.
Visitors are offered the option to add the audio tour during checkout - presented logically and non-intrusively. The result: higher usage and deeper visitor engagement.
“Adding the audio tour as an upsell in the checkout process has boosted uptake and helps more visitors explore the museum in an educational way,” – Veerle Baaij, Product Owner Ticketing, Van Gogh Museum.
More than half of all audiotours are now sold online, demonstrating the success of its integration into the ticketing process. The audiotour is not only a commercially effective addition, but also plays a key role in advancing the museum’s mission: to inspire people through the life and work of Vincent van Gogh. It enables more visitors to connect on a deeper level, learn more during their visit, and leave the museum with a richer, more meaningful experience.
While ticket sales now happen online, on-site sales remain important – especially for add-ons like audio tours. For this, a fast and reliable checkout process is essential.
CM.com provides point-of-sale (PoS) modules fully integrated with the online system. These cash registers are easy to configure, intuitive to use, and tailored to the museum’s daily needs. Since implementing CM.com’s PoS module, barcode generation, issuance, and validation all happen in one system. This has improved efficiency and reduced errors, resulting in faster entry. “The software is user-friendly and can be managed independently,” – Baaij.
Staff can independently manage products or make changes - no technical support needed. The system stays flexible and reliable, even during major exhibitions and busy periods.
Over the years, the Van Gogh Museum and CM.com have built more than a client-supplier relationship. It’s a true partnership rooted in trust, flexibility, and co-development. Weekly check-ins, short communication lines, and shared vision ensure optimizations are implemented quickly - from restructuring ticket flows to launching temporary exhibitions.
A clear example is the ticket flow for Anselm Kiefer – Sag mir, wo die Blumen sind, which was rapidly deployed with dynamic pricing and capacity settings. The system aligned perfectly with both museum needs and visitor expectations.
“Our collaboration works because we continuously refine the product together, focusing on both the visitor and the staff experience. CM.com is proactive, adaptable, and helps us optimize our systems and workflows,” – Rob Groot.
Internally, this collaborative approach boosts efficiency. CM.com’s engagement helps the museum act quickly, test new ideas, and make improvements where needed. “Weekly meetings with CM.com ensure we stay on top of important projects and optimizations. That direct line supports efficient collaboration,” – Veerle Baaij.
The result is a scalable platform that grows with the museum’s ambitions, where technological innovation directly enhances the visitor experience.
CM.com’s smart solutions don’t just improve the visitor experience- they’ve transformed behind-the-scenes operations. Museum staff work daily with tools designed for simplicity and flexibility, which enhances clarity, speed, and autonomy.
The content management system (CMS) allows staff to independently set up ticketing paths, schedule sales times, and manage start times. Capacity management becomes clear and efficient - no tech team required.
“Our staff are positive about CM.com’s tools. The CMS offers flexibility in setting up and managing ticket flows and makes it easy to market a broad range of products,” – Baaij.
The platform also supports specialized ticket flows for target groups such as schools and tour groups, allowing educational partners to be served efficiently and effectively.
The result: more control, flawless execution at the counter, and a supportive work environment. Technology that simplifies rather than complicates - making it indispensable to the museum team.
The Van Gogh Museum and CM.com will continue to evolve together. The focus remains on innovation - from optimizing ticket flows and PoS systems to discovering new ways to enrich the visitor journey.
“By continuing to innovate together, we ensure every visitor leaves the museum with an even better experience,” – Rob Groot.
Do you want to provide your visitors with the best experience as well? Read more about our solutions!
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