Museum shop: considering target audience

Museum bookshop

When it comes to your customers, you have to use a comprehensive approach, creating the best possible conditions to attract all target audiences. One thing is for sure: all customers are museum visitors. This could sound provocative, but is something to think about carefully. Who are your visitors? They are definitely attracted by arts, they like to feel new emotions and they want to be enriched by the museum experience.

Building on this, you should put together a range of items, gifts and merchandise as emotion-oriented as possible and capable of meeting the artistic taste through multiple shapes and materials. It’s about offering gifts that enrich people and their daily lives. Choosing knick-knacks, although customized, means losing the opportunity of bringing products to life. This won’t feed the emotional halo inspired by the museum visit and could result in a lack of attention to the items showcased in the bookshop.

Museum gifts for kids: more than soft toys
Kids are definitely the target most easily and instinctively attracted by shapes over materials. We don’t just address kids with soft toys and similar, we try to offer items like playing cards and memory games.
This will support the store reputation, creating better conditions to catch the attention of adult consumers that will necessarily take the final buying decision about the item chosen by the kid or boy/girl.

Museum items for men or for women?
Here, the sales department of the museum can help with actual statistics and figures. Some museums or permanent exhibitions could be mainly visited by men or women. Very often, museum bookshop customized gifts address a unisex target audience: this can initially make the product choice easier, but could also fail in meeting the final target customer needs, in case the item features happen to privilege one sex or another.
Thinking about the seasonality of products can offer a useful insight to address different customers. While during summer holidays museums attract mostly families, winter and spring can see more visits by school and university classes, plus small groups of tourists.

Senior customers: an important bookshop target audience
Senior customers must definitely be taken into consideration when it comes to product choice and price. Statistically, these customers “could” spend a bit more, that’s why choosing targeted products, like customized items with precious objects or high quality, bigger-sized gifts, is so important. Bookshop senior customers are less attracted by fashionable items and could show a preference for vintage or retro-style gifts, never losing sight of the product intrinsic quality.