Museum gift shops are often underestimated by the general public, seen as a place to pick up souvenirs. However, the function that they play is much larger, deeply integrated into the museum experience itself. Some would say that the museum gift shop is the best place to start, as it gives the visitor a glimpse into what they should see before being overwhelmed with thousands of touchpoints throughout a massive building.
The traditional gift shop can offer more than a point-of-sale to buy a postcard.
As immersive retail experiences gain traction, the understanding of what makes a museum gift shop good and what can hinder the institution’s mission become intertwined in a battle of the ages.
Let’s dive into what makes a gift shop unique, how they enhance visitor engagement, and the trends that are shaping their future.
The Role of Museum Gift Shops
Museum gift shops bring the experience from the exhibits to a lasting memory. By offering a carefully curated selection of products, they allow visitors to grasp the story of the institution. These shops are not just about selling items; they are integral to the revenue generation of the business that supports the museum operations, educational programming and overall mission.
For example, the Field Museum’s gift shop in Chicago features products inspired by its collections, helping visitors bring history into their daily lives. It’s also home to a large assortment of generic merchandise that can appeal to the general public while not over-reaching, including plush toys of dinosaurs and books written by museum staff.
Creating an Immersive Experience
The absolute best museum gift shops create immersive experiences that ties seamlessly into the exhibitions. This involves thoughtful integration of the museum’s themes into the product selection and display. Storytelling is key here, with items curated to reflect the museum’s overall narrative.
Designing the space to mimic the museum can further enhance this experience.
When you visit the Mob Museum in Las Vegas, Nevada, the shop offers replicas and inspired pieces from its vast collections, creating a cohesive and engaging shopping experience. It also provides additional story elements, including non-branded merchandise that would appeal to fans of various Mob shows and movies.
Innovative Merchandising and Display Techniques
Let’s talk about effective merchandising and display techniques, as these are absolutely essential to creating immersive shopping experiences.
Thematic displays that echo the galleries, interactive elements and mutli-sensory experiences are highly effective.
The Museum of Broadway in New York City uses lighting and layouts to mimic the atmosphere within the exhibition. Incorporating artifacts and replicas into displays can create a more engaging and authentic atmosphere. Most gift shops are open to the public, so giving folks an opportunity to get a glimpse of what’s in the full experience will likely entice a follow-up visit.
Leveraging Technology
Technology plays a significant role in the modern museum gift shop, as it enhances the visitor experience with tools like augmented reality (AR), virtual reality (VR) and various digital tools.
For example, stores that use AR to let visitors interact with digital displays around the shop are able to create a unique and memorable experience. Snapchat and QR codes can bring merchandise to life.
Digital kiosks and mobile apps provide additional touchpoints, creating an integration between the online and in-store experiences. Museums that integrate products onto its app can bring opportunities for guests to learn about historical context and make the purchasing decision easier.
Trends Shaping the Future
The trends that are taking control of the gift shops are evolving continuously. Sustainability is becoming increasingly important, with a focus on ethically sourced and eco-friendly products, both in the end result and the production. Personalized experiences are also on the rise, with custom products and interactive experiences becoming more prevalent.
Technology will continue to play a significant role, with more museums adapting AR, VR and AI to enhance the visitor experience. Collaborations with artists and cultural institutions are expected to become more common, ensuring that museum gift shops remain unique and reflective of their exhibits and mandates.
Conclusion
Museum gift shops are a must-see, with the cultural zeitgeist putting the spotlight on the business through personalities like Taylor Tomlinson. By understanding what elements are successful and keeping an eye on the competition in the marketplace, museums can continue to enhance their offerings and engage visitors with new and exciting opportunities to support the institution.
As we move forward, the integration of immersive retail experiences, innovative merchandising strategies and advanced technology will ensure that museum gift shops remain a key component of the experience. It’ll also be the main reason why we continue to buy shirts with dinosaurs on them.
