5 rules for an ideal museum bookshop

Museum bookshop

Creating emotions to drive profits
For ordinary people, going to a museum means “living an emotion”, entering a world where every artwork and every object is supposed to make them feel something.
The museum bookshop has to be all of this - a place where everything communicates with us to share an essence made tangible through customized items.

The ideal museum store has to be seen as a business tool for the museum itself - a tool that, through an attentive analysis of the visitors, the main trends and the promotional items market, can change ideas into profits for the museum.
80% of Italian museum lacks a bookshop and only 4 of them host a restaurant or a café.

Diversified collection, attention to dimensions

Look for providers and manufacturers who can offer customizable museum item catalogues that you can purchase in small quantities. You’ll be able to manage your budget cautiously and without the need of keeping massive stocks. Choose specialized manufacturers over generic product resellers, because only those who work in the museum merchandising industry knows and is capable to recommending the most effective strategies to increase sales.
Go for medium-sized products in order to promote purchase, as regards to price and volume. Only few international museum bookshops, with the intention of encouraging customers to buy bigger-sized customized objects, offer the option of sending goods directly to the customer’s home.

Bookshop structure, arrangement and position
Creating a perfect bookshop also means relying on interior designers and decorators working on this industry. These professionals will surely help you identify specific solutions to create the conditions that must coexist in a proper bookstore. All this translates into projects supporting neat and discreet structures, like transparent neutral surfaces, giving most prominence to the items in the bookshop. An important suggestion is to avoid creating too unnatural paths for visitors/customers forcing them to walk along the whole store before finding the exit: this often generates irritation and influences the customer in its product buying decision.

Temporary exhibitions
We aim at building a living bookshop, not a promotional item depot. We differentiate our offering through products addressing various customer targets. Very often temporary exhibitions help us to create specific gifts and product selections capable of attracting the people visiting the museum for that particular event. Offering a living environment means giving the customer the perception of being in a business context which prioritizes customer care and attention to detail. Since our items are often connected to uniqueness and detail, this will help create the best conditions for the final sale.

E-commerce, newsletters and social marketing
Bookshops don’t exist only inside museums - we also build an online museum store where you’ll be able to effectively arrange and categorize your products. We leverage the web opportunities to increase sales and extend our target, we include this online store in the museum official website to enhance visibility and we place advertisements in the official website using banners to promote items. We create non-invasive banners showing small quantities of products. We present fashionable items connected to seasons in order to draw more clicks and convert them in visits to the store, keeping in mind that the more impression an item gets, the higher will be the chance to transform them into real sales when visitors will have look at those products with their own eyes.