A specialised museum in Birmingham, UK, has announced a significant upgrade to its operational systems to ensure its long-term commercial sustainability.
This move represents a strategic pivot toward a more integrated approach to managing the end-to-end visitor journey and internal reporting requirements.
Operating since 2014, the award-winning British museum offers a unique insight into coffin furniture manufacturing, covering a history that spans from 1894 to 1999. The site welcomes approximately 10,000 visitors annually, showcasing original stock, tools, and working machinery that demonstrate the day-to-day factory operations of the past.
The museum is particularly notable for having produced the fittings for high-profile funerals, including those of Sir Winston Churchill and Princess Diana.
Supporting growth
The decision to upgrade followed the conclusion of the government-funded Arts Tickets programme. As this support ended, the Coffin Works operations team sought a fully integrated attractions management and e-commerce solution to support its next phase of growth. The museum chose to return to the Merac platform, which has recently seen an acceleration in product innovation and customer support structures following its acquisition by industry veteran Andy Povey.
The updated Merac platform has evolved into a fully connected, guest-centric commerce ecosystem. New modules and enhanced e-commerce capabilities now allow attractions to unify ticketing, operational data, food and beverage sales, memberships, and Gift Aid within a single, cohesive system.
For independent venues, this joined-up approach provides a significantly clearer view of performance across the entire operation while ensuring a seamless experience for visitors both online and onsite.
Claire McGibbon, Volunteer & Operations Coordinator at Coffin Works, commented: “Moving to Merac has completely streamlined our ticketing and reporting processes.
“As a small, independent museum, it was important for us to find a system that felt intuitive, flexible and tailored to our needs, not something overly complex or corporate. The support from the Merac team has been exceptional; they’re responsive, proactive and genuinely invested in helping us succeed. It feels like a partnership, not just a provider relationship, and that’s made all the difference.”
Andy Povey, CEO of Merac, added: “Partnering with Coffin Works is a perfect example of how our platform can transform day-to-day operations for smaller, independent attractions. By streamlining daily operations, we are helping staff work more efficiently while also enhancing the visitor experience. It’s incredibly rewarding to see technology make such a practical, tangible difference.”
Photos: Merac
