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Last updated: 9 July 2026

Museum pass always at hand with mobile app

MuseumPASSmusées, operating in the cultural and tourism sector, aimed to improve access to museums but relied on a physical pass that limited efficiency and user insights. A digital mobile app was introduced in 2022 to provide access to over 240 Belgian museums and capture user data. This digital solution increased accessibility, reduced helpdesk inquiries, enabled data-driven insights, and strengthened customer engagement and loyalty, with more than 130,000 downloads.

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01

Challenge

How can our customer make museum visits even easier while cutting costs and reducing support requests?

02

Solution

A digital museum pass app that gives instant access with a simple scan. Goodbye physical cards!

03

Result

72% of new users went digital, 25% fewer helpdesk requests, and ROI in under a year. There are even more interesting numbers. 

04

Five benefits

The digital museum pass improves efficiency, personalization, data insights, sustainability, and reduces helpdesk inquiries.
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The museumpas (museumPASSmusées) is the largest museum subscription service in Belgium, providing access to over 240 museums. Publiq, a non-profit organization, manages the platform and strives to connect people to cultural experiences. Together, their mission is to increase museum visits and make access as easy as possible for all users.

The challenge

Reducing costs and improving user convenience

Imagine this: you're at the museum, reach for your wallet, and... oops, you forgot your museum pass. Sound familiar? Thanks to the digital museum pass, that scenario is a thing of the past. With the museum pass app, you always have a personal QR code on hand that serves as your entrance ticket. Just show your smartphone at the museum counter, and you're in right away.

In addition to this primary mission, Publiq also had other objectives they wanted to achieve through digitalization:

  1. Reduce costs associated with processing and sending physical cards.
  2. Decrease the number of helpdesk tickets related to purchase and registration.
  3. Increase the number of registered passes to enhance customer loyalty.
museumpas kaarten
Our solution

User-friendly digital Museumpas app

Publiq partnered with ACA Group to create a mobile app for the museumPASSmusées digital pass, that launched in April 2022. The app simplifies access to museums by offering a personalized QR code for instant entry, eliminating the need for a physical card.

Key features of the app include:

  • Instant digital access to museums: Users can begin exploring museums immediately after purchasing their pass.

  • Customizable and personalized experience: The app lets users save favorite museums, discover exhibitions based on location and theme, and plan cultural visits.

  • Streamlined and efficient processes: The app reduces manual intervention, simplifying registration and reducing support inquiries.

museumpas mobile app ENG
The result

Increased efficiency and customer Satisfaction with the digital pass

Two years after the launch of the museum pass, museumPASSmusées and publiq can look back with great success:

%

of new users opted for the digital pass over the physical card. 

%

of users completed their online purchase and registration.

%

of all active museum pass users no longer use a physical card.

%

fewer helpdesk tickets per sales transaction have been reported compared to 2019.

Achieving these goals allowed the investments in the digital museum pass to pay off in less than 1 year! The entire digitization process has had a significant positive financial impact for museumpassSmusées and publiq.


ACA’s clear methodology and open communication have made it a reliable partner for a couple of years now. We can definitely write the delivery of the museum pass project within time and budget, its successful launch and the focus on the customers to their credit. We innovate together and move in an agile way with mutual trust.

Bart Temmerman
former General Director (now: Secretary General at Departement CJM)
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Bart Temmerman
"ACA’s clear methodology and open communication have made it a reliable partner for a couple of years now. We can definitely write the delivery of the museum pass project within time and budget, its successful launch and the focus on the customers to their credit. We innovate together and move in an agile way with mutual trust."
Bart Temmermanformer General Director (now: Secretary General at Departement CJM)
publiq logo
Bart Temmerman
Benefits

5 benefits of the digital museum pass

De proof-of-concept toont aan dat technologieën zoals Computer Vision veel potentieel hebben in omgevingen waar visuele kwaliteitscontrole van essentieel belang is. Dit geldt niet alleen voor bottelarijen zoals Duvel Moortgat, maar ook voor o.a. geautomatiseerde pakhuizen en productieprocessen. Door deze technologie te gebruiken, kunnen verwerkingsprocessen sneller en efficiënter worden uitgevoerd. De data van de beeldanalyse kan bovendien worden gebruikt om patronen te herkennen en input te geven aan andere domeinen van de productiecyclus. Zo kunnen materialen - in bovenstaande case pallets - worden verbeterd om het aantal defecten te verminderen.

01

Increased efficiency

Tasks are completed in minutes, with instant digital access via the app.
02

Improved accessibility

Access anytime, anywhere, with personalized features like saved favorites and exhibitions searches.
03

More insights

The app generates valuable data, allowing publiq to track trends and optimize features.
04

Environmental sustainability

Fewer plastic cards are produced, reducing the CO2 footprint associated with manufacturing physical cards.
05

Less helpdesk

The streamlined process makes purchasing the digital pass easy, reducing helpdesk inquiries during subscriptions and renewals.

The success of the digital museum pass: "Small step, big impact"

The digital museum pass is a great example of how digitalization benefits both users and the provider. Erika T’Jaeckx, Director at museum passSmusées, believes digitalization doesn’t need to start on a large scale to make a big impact; just focus on the feature that adds the most value for the user.

A survey revealed that new users were frustrated by waiting for the physical pass to arrive. As a result, new pass holders now receive their digital version instantly after purchase. They can start exploring museums and exhibitions right away, which is a huge improvement, especially in these digital times.

So, the first step for Publiq was clear: offering a digital access pass.

Engaging end-users in the development of new features

"We listened to users to understand how we could improve their experience," says Erika. This led to digitizing the catalog, making more than 200 Belgian museums and exhibitions available within the app. Users can now easily search by theme or location, save their favorites, and share their museum plans with others.

Thanks to the extensive search options, by theme and also by location (near you), you can embark on a journey to explore new museums. Within the wide selection, you can mark your favorites or invite someone else, for example, to visit the museum together. This incremental approach ensures that every new feature encourages users to interact more with the app and visit even more museums.

The future of the Museum app?📱

With the launch of the mobile app, Publiq is investing in a new channel. This initial step has already led to many benefits, but this channel offers much more potential. Further investments in improving and promoting the app will enable Publiq to become more agile, customer-focused, and competitive in an increasingly digital market.

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