National center for theatrical costume and design - CNCS

Regaining control of your data: how centralization fuels audience insight

Discover how the CNCS has structured its data to better understand its visitors and enhance the impact of its communication strategy.

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Located in Moulins (Allier), the CNCS (National Center for Theatrical Costume and Design) preserves, studies, and showcases an exceptional collection of over 10,000 costumes from theater, opera, and ballet. It also holds remarkable painted stage sets from institutions such as the BnF, the Comédie-Française, and the Opéra National de Paris.

Every four months, the CNCS organizes temporary exhibitions that are acclaimed by both international professionals and local families.

Centralized data for deeper audience understanding

The CNCS offers a wide range of activities: temporary and permanent exhibitions, special events, an online store, and more.

However, until recently, teams only had an email routing tool, and customer data was spread across multiple sources: ticketing, shop, manual files, guest book, etc.

This fragmented system limited their ability to leverage data effectively, which hindered audience engagement efforts and made it difficult to reach one of their key goals: 100,000 visitors in 2021.

To overcome this challenge, the CNCS turned to Arenametrix, a centralized CRM platform that allowed them to:

  • Identify and qualify their audiences,
  • Build meaningful segments,
  • Deliver targeted, personalized communications based on each visitor’s unique profile

What's been implemented

→ Seamless integration with existing tools: Arenametrix imported legacy Excel files and automatically connected to platforms already in use, including Vivaticket, Prestashop, and GuestViews. Now, each contact has a single, unified profile that brings together all interactions with the CNCS across ticketing, retail, and on-site experiences.

→ Targeting the right people with the right message: Using Arenametrix’s advanced filters (location, age, visit frequency, average spend, business type, etc.), the CNCS can now define clear audience personas and build precise segments, whether individuals or organizations. This has made it easier than ever to deliver highly relevant, tailored messages that resonate with each group.

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