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Marketing Automation Platform for the National Gallery

The National Gallery

This public procurement record has 3 releases in its history.

Award

29 Sep 2026 at 15:07

UK6 - Contract Award Notice
Tender

08 Jul 2026 at 13:08

UK4 - Tender Notice
Planning

16 Apr 2026 at 16:32

UK2 - Preliminary Market Engagement Notice
Summary of the contracting process

The National Gallery procured a marketing automation platform: customer relationship management software to improve audience engagement and increase income. The platform is intended to use the Gallery’s existing customer data to respond to behaviour with personalised, timely marketing journeys. It must work alongside the Gallery’s existing technology, connect with its Tessitura database and integrate with its e-commerce system or an equivalent solution. The e-commerce connection is also intended to bring together customer and online shop data and accommodate future changes to the Gallery’s e-commerce arrangements. The requirement includes migration to the new platform, a tailored implementation programme and continuing support. The software and associated delivery are for the National Gallery in London.

The procurement is complete and Dotdigital EMEA Limited was selected for the single lot; the award is recorded as pending. The award date was 28 September 2026. The contract period is scheduled to run from 12 October 2026 to 31 March 2030, with a possible extension to 31 March 2032. The awarded value is £510,000 excluding VAT (£612,000 including VAT). The tender’s estimated value was £316,000 excluding VAT (£380,000 including VAT). The Gallery used an open competitive flexible procedure. Evaluation weighted commercial cost at 35%, integration at 25%, product features at 20%, and support and onboarding at 20%. Participation required pass/fail conditions covering legal standing, financial capacity, insurance and technical capability; qualifying bids were scored on team quality, project understanding, delivery approach and commercial proposal.

For suppliers considering comparable future work for the National Gallery, this award shows demand for a joined-up marketing automation system that makes existing customer and e-commerce data usable for tailored communications. A credible competitor would need to demonstrate a working Tessitura connection, or a clear near-term integration roadmap, alongside integration with the Gallery’s e-commerce arrangements and flexibility if those arrangements change. The requirement also favoured suppliers able to plan and deliver a tailored migration over a short implementation window, then provide sustained support. Product capability, integration, onboarding and support all carried substantial weight alongside price, so a low-cost platform alone would not address the evaluation priorities. Relevant technical capability, delivery capacity and evidence of understanding the Gallery’s technology and marketing objectives would help establish credibility.

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Notice Information

Notice Title

Marketing Automation Platform for the National Gallery

Notice Description

We are appointing an advanced, multi-channel Marketing Automation Platform to deliver improved engagement and significant income uplift. The platform is able to intelligently and efficiently leverage our existing CRM data and respond dynamically to customer behaviours to facilitate personalised, persuasive and timely journeys. The platform will: * Enhance and support our existing tech stack; * Have an off-the-shelf integration with the Tessitura database; or have it on the roadmap for launch within the next 4-5 months at a satisfactory phase; The same platform offers a direct integration with our current e-commerce setup or equivalent solutions to leverage e-commerce customer/shop-front data and bridge the gap between our disparate systems, as well as demonstrate the flexibility to accommodate changes we may make to our e-commerce infrastructure. We are appointing a supplier who is able to expedite and support migration onto their system over a 4-5 month window, providing a customized, comprehensive implementation programme and a sustained level of service to ensure success over the short and mid-term

Lot Information

Lot 1

Options: Additional modules for improved functionality and automation Additional scope due to growth of business

Renewal: good performance and growth

Planning Information

This early engagement process is intended for the discovery of potential solutions and understanding of the market. This engagement is being disclosed for the purposes of transparency and we are not calling for active submissions for procurement at this stage, although we welcome relevant enquiries to lead to open dialogue and discovery sessions if needed. Interested suppliers should contact the team via email with information on their product and roadmap.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06848e
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/091973-2026
Current Stage
Award
All Stages
Planning, Tender, Award

Procurement Classification

Notice Type
UK6 - Contract Award Notice
Procurement Type
Standard
Procurement Category
Goods
Procurement Method
Open
Procurement Method Details
Competitive flexible procedure
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

48 - Software package and information systems

CPV Codes

48445000 - Customer Relation Management software package

Notice Value(s)

Tender Value
£316,000 £100K-£500K
Lots Value
£316,000 £100K-£500K
Awards Value
£510,000 £500K-£1M
Contracts Value
Not specified

Notice Dates

Publication Date
29 Sep 20261 weeks ago
Submission Deadline
7 Aug 2026Expired
Future Notice Date
1 Jul 2026Expired
Award Date
28 Sep 20261 weeks ago
Contract Period
12 Oct 2026 - 31 Mar 2030 3-4 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Pending
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
The National Gallery
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
LONDON
Postcode
WC2N 5DN
Postcode Area
Central London
Country
England
Major Region (ITL 1)
TLI London
Basic Region (ITL 2)
TLI3 Inner London - West
Small Region (ITL 3)
TLI35 Westminster and City of London
Delivery Location
TLI32 Westminster
Local Authority
Westminster
Electoral Ward
St James's
Westminster Constituency
Cities of London and Westminster

Supplier Information

Number of Suppliers
1
Supplier Name

Dotdigital EMEA Limited

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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