Universeum is the largest public science centre, including a zoo and an aquarium in Sweden, where visitors of all ages can explore a vast range of scientific topics—from the tiniest molecules to the expansive universe. This science center makes learning about the natural world, technological advancements, and the mysteries of space both engaging and accessible. Universeum helps visitors understand how everything is interconnected and the role they can play in influencing the future. Its commitment to making complex science accessible was further achieved by the launch of Wisdome Gothenburg in 2023, Sweden's largest visualization dome, providing 360-degree immersive 3D experiences to 150 attendees. Through its dynamic exhibits and innovative programs, Universeum continues to be a place where curiosity leads to discovery.

Challenge

Prior to partnering with iTicket, Universeum faced operational challenges. Eric Edblad, Marketing Director, explained that as their offerings expanded to include various ticket types along with the introduction of the Wisdome project, the need for a sophisticated product portfolio became evident. This included complex requirements for seating, time slots, and well-integrated entry management, compounded by separate systems for school bookings which complicated resource planning due to manual updates across different sales channels. The limited in-house capacity made these challenges more overwhelming, impacting their ability to quickly market new products and manage inventory efficiently.

“As a result of Wisdome Gothenburg being combined with our other experiences, it became even more important to have a tech-solution in which capacity is taken from one place in real time, regardless of where the bookings are made, so that we can have full control over our offerings in the different sales channels,” noted Edblad.

Solution

The journey towards operational excellence began when Universeum was recommended iTicket by peers in the industry. iTicket's flexibility, capacity for growth, and deep industry knowledge made it the standout choice. Universeum was particularly impressed with iTicket’s ability to integrate with external inventories in iTicket’s own ecosystem, as well as several OTA’s and its facilitation of partnerships within the industry, enhancing their package offerings. To make the whole booking flow completely seamless, iTicket also delivers Universeum whole web, which include a calendar based on real-time capacity, fully integrated with iTicket API.

The implementation involved collaboration across various departments including finance, sales, and operations ensuring the solution was finely tuned to meet everyone’s needs. Despite a tight deadline linked to the Wisdome launch, iTicket was implemented seamlessly within six months, fostering a partnership Edblad likened to "a marriage or a really close friendship."

 

Result

Immediate Outcomes

Post-implementation, Universeum consolidated multiple systems into a single iTicket solution, enabling real-time inventory updates and multi-channel distribution from one platform. Time to market is much faster and simplified when it comes to campaign and discount publishing. The integration capabilities of iTicket, for example, with partners like SKIDATA, streamlined operations further. SKIDATA is an access control solution with electronic gates. The integration between SKIDATA and iTicket makes it possible for Universeum to control specific entry rules connected to different products. Universeum also gets all the necessary data such as real-time statistics of how many guests there are in the house as well as the number of entries and exits.

Furthermore, by giving guests access to a “My Page”, they can easily make booking modifications and cancellations themselves, freeing time for Eric and his team.

“Since we went live there have been many industry colleagues reaching out, asking about our system solution. You can truly see that something has happened,” Edblad remarked, highlighting the noticeable improvements and industry recognition following the implementation.

Long-term Benefits

Over time, iTicket has enabled Universeum to expand its product portfolio and enhance upselling opportunities by easily integrating add-ons and external partner inventory. The result has been an improved operational framework that allows for quick adaptation to market needs and enhanced customer satisfaction. An example that has boosted both the operational work as well as the guest experience is the new routine when selling season passes at the Point of Sale on site: The guests are welcome to enter Universeum one time before they activate their season pass, which decreases the level of stress for both guests and staff to activate it directly on site, also cutting queues. 

To fellow industry colleagues Universeum would like to say…

Edblad's advice to others in the industry is to clearly define their needs and seek out a solution that not only meets these needs but is also capable of driving their business forward. He champions iTicket for its extensive knowledge across different experience-oriented verticals and its proactive approach in suggesting innovative business solutions. In conclusion, Universeum’s collaboration with iTicket has transformed its operational capabilities and marketing agility to fit today's fast-paced environment and the continuous evolution of the guest experience.