Key takeaways
- Seamless integration with eSRO ticketing system
- Mobile-first design approach
- Enhanced content management flexibility
- Successful implementation of bold rebrand
- Community-driven feature development
Nestled in the heart of Salford Quays, Lowry stands as a testament to cultural regeneration. Home to the largest public collection of L.S. Lowry's work and boasting the largest theatre stage outside London, this cultural powerhouse has been inspiring audiences since 2000. With extensive learning and engagement programmes at its core, Lowry reaches communities and young people across Salford and beyond.
The challenge: breaking free from digital constraints
Lowry came to us with an obstacle that was hindering their growth—their digital presence wasn't matching their artistic excellence. Their existing website and CMS had become a creative straightjacket. It’s a common problem we’ve heard countless times over the years and one of the main reasons why Peppered CMS is designed with longevity in mind.
So you may be familiar with some of these challenges:
- Content updates required costly agency intervention
- Mobile experiences were subpar despite most of their visitors being mobile traffic
- Critical information like parking and event times were buried in nested pages
- Complex site structure limited content cross-pollination
- Existing platform couldn't accommodate their bold rebranding vision
These technical limitations created a vicious cycle for Lowry, where every digital interaction became a missed opportunity. Marketing teams couldn't respond quickly to opportunities or audience needs, while visitors faced unnecessary hurdles in discovering and booking shows.
This not only impacted immediate revenue through lost ticket sales but gradually eroded audience trust and engagement. In an age where cultural venues compete with countless entertainment options, these barriers risked pushing potential patrons towards more digitally accessible alternatives, ultimately limiting Lowry's ability to grow their audience and fulfil their artistic mission.
The solution: crafting digital harmony
Enter Peppered CMS – a platform as flexible as Lowry's artistic vision. Our solution provided the team at Lowry with essential tools to execute their ambitions:
Creative freedom
- An intuitive library of building blocks
- Mobile-first design principles
- Easy-to-use content management tools
- Seamless application of Lowry’s new brand identity
Strategic content architecture
- In-depth workshops to define content priorities
- Persona-based journey mapping
- Enhanced storytelling capabilities through people and story pages
- Simplified navigation structure
Technical innovation
- Brand new eSRO integration for automated event management
- Custom development for dynamic pricing display
- Mobile-optimised user experiences
- Flexible page structures
By implementing these solutions, Lowry's team can now shape their digital presence as dynamically as their artistic programming. Their marketing team has evolved from being restricted by technical limitations to being empowered by creative possibilities – updating content instantly, crafting engaging visitor journeys, and showcasing their brand with confidence.
With automated event management and mobile-optimised experiences, they can focus on building deeper audience connections rather than managing technical hurdles. This digital transformation doesn't just streamline operations; it amplifies Lowry's ability to connect with audiences and sell tickets effectively.
The result?
The implementation transformed Lowry's digital presence:
For the Marketing Team
- Complete content control without agency dependence
- Frequent improvements and new features
- Creative freedom to match their artistic vision
- Intuitive content management
For visitors
- Seamless mobile experience
- Easy access to essential information
- Enhanced event discovery
- Smooth ticket purchasing journey
For the organisation
- Reduced operational costs
- Improved digital brand presence
- Learning programmes are more prominent on the site and easier to find
- Future-proofed digital platform
These improvements have fundamentally changed how the team at Lowry approaches digital engagement with their audiences. Zara Foxcroft, Head of CRM & Digital at Lowry reflects:
"Before Peppered, our website had a number of restrictions – with content updates often needing agency support – and we couldn't properly showcase our artistic programme. Now our digital team has the creative freedom to craft engaging digital experiences. The platform's flexibility means we can respond quickly to opportunities, and it is incredibly exciting to be part of a community of venues all contributing to the platform's evolution."
Building Lowry’s website is just the beginning
This isn't just a one-time implementation – it's an ongoing journey of innovation. Lowry's contribution to our community has already sparked new features:
- Dynamic pricing display options
- Additional layouts for featuring events
- Improved accessibility for videos
These improvements don't just benefit Lowry – they're available to every venue in our community. And as we continue to iterate the Peppered platform with ideas from our community of users, everyone is empowered by each other. That's the power of collaborative innovation.
Lowry's transformation showcases how the right digital platform can amplify a venue's artistic vision. With Peppered CMS, they've found the freedom to create, engage, and inspire – all while maintaining operational efficiency.
Want to discover how Peppered CMS could transform your venue's digital presence? Let's start a conversation about your digital future.
Let's get this show on the road!
No matter what stage you're at in your search for the perfect web platform or digital marketing tool for your venue, we'll help you get the information you need to make the right decision.
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