Crowd Convert, a next-generation digital engagement solutions specialist founded by attractions industry veteran Andy Povey and digital expert Paul Marden, has acquired K3 MStore, the comprehensive ticketing and retail platform formerly known as Merac, from K3 Business Technology Group.
This strategic move represents the next stage in Crowd Convert’s aim to rehumanise commerce and provide operators with a seamless, end-to-end solution that places the visitor at the centre of every engagement.
Robust, trusted system
MStore has an established reputation for reliable capabilities in ticketing, memberships and fundraising, and has been a trusted partner to cultural institutions and leisure organisations throughout the UK.
Under the Crowd Convert umbrella, MStore will become a core component of a fully integrated platform that combines digital and physical visitor experiences, such as ticketing, gift shop transactions, and café purchases, all within a unified, composable commerce ecosystem.
The acquisition bolsters Crowd Convert’s dedication to providing visitor-focused solutions that are frictionless, eliminate queuing, and streamline operations.
By integrating ticketing, retail and hospitality systems, the solution offers a single view of visitor interactions across every channel. This allows operators to track footfall, compare performance, and optimise sales in real-time, and front-of-house staff members to focus on visitor experience.
Andy Povey, co-CEO of Crowd Convert, says: “For far too long, the attractions industry has been badly served by disjointed and disconnected systems.
“Our mission is to create the ultimate platform that goes beyond transactions and becomes an experience of genuine connection. We will build, buy and partner with best-in-class digital tools to provide guest-centric solutions to attraction operators across the world. We will maintain a holistic view of the entire requirement and avoid getting bogged down with point solutions that don’t integrate.”
In addition to MStore, Crowd Convert’s growing portfolio of products includes Gulliver Web, a personalisation-ready website platform powered by HubSpot, and Gulliver E-Comm, the next-generation mobile-first ticketing engine. These tools offer a modular and scalable solution suitable for all attractions, from independent locations to multi-site brands.
Povey co-founded Crowd Convert with Paul Marden, digital strategist and Rubber Cheese CEO. Drawing from extensive sector knowledge and a shared belief in doing the right thing for both venues and guests, the company is quickly becoming established as a leader in visitor experience innovation.
By combining digital engagement, operational systems and visitor insight, Crowd Convert is setting a new benchmark for how technology can enhance the complete attraction journey.
With the acquisition of MStore, Crowd Convert highlights a long-term goal to transform the international visitor attraction industry by removing barriers to connection and facilitating truly joined-up experiences. Crowd Convert is not only extending its functionality but also restating its values, to be authentic, responsible, ambitious and impactful.
Crowd Convert launched in February. By purposefully avoiding large-scale investment, the company ensures that all decisions are informed by sector expertise and the real needs of attractions and their guests, rather than being driven by investors.
