The Jack Vettriano Retrospective Exhibition was held between September 2013 to February 2014 at the Kelvingrove Museum and Art Gallery, Glasgow. The exhibition was the culmination of 4 years organising, leading it to become the fourth most visited exhibition in the UK in 2013, breaking the attendance record at Kelvingrove.
The exhibition generated £2.5m in sales, through a coordinated digital and print marketing campaign, with a significant merchandising plan and muti-channel commerce via our retail website and in gallery sales, both at our gallery in London, and Kelvingrove in Glasgow.
The commercial aim of the exhibition was to heavily promote the exhibition, increasing attendance and awareness, then increasing sales on the website and in gallery. The website goals were to increase traffic and conversion rates, a success in raising the rate to nearly 1%, and the average order to over £75 per user.