Personalised

I am in Amsterdam, staying in a VERY EXPENSIVE HOTEL, because all the hotels in Amsterdam are VERY EXPENSIVE. We are here on a cultural city break, to take the kids to Anne Frank’s house, and the Van Gogh museum, among others. We pre-booked for those two because we had heard it was difficult to get tickets on the day. Yesterday, as we were packing to leave, I got an email from the Van Gogh museum. It contained a link to a “welcome video”. And I would like to share a few frames from that, you’ll see why.

The first impressive thing that happens, is a member of museum staff, shuffling sideways onto the screen carrying a placard, like a taxi driver at the airport, with my name on. This has never actually happened for me at an airport, but here it is happening, through digital jiggery-pokery, on an actual video. The email had mentioned it was my personal welcome video, but I hadn’t realised how personal.

Then, was the staff take their branded coats off, and hand then in at the cloakroom (I would have thought they had their own facilities, but there you go) the screen displays the weather forecast on the day of my visit. There is also a none-too-subtle hint that I should become a friend of the museum, which purports to show an interpretive wall vinyl:

This is the first time that I have seen digital technology actually used with by a museum for true specific personalisation. Ok, so it’s only my name, and weather data for a specific date, and actually it’s not that much more complex than those picture books that were advertised twenty years ago with “Your Child’s Name Here”. But it is being used to every pre-booked visitor, which at this time of year means pretty much every visitor. How long will it be before interpretation panels like the one in the last picture are actually personalised?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s