Expert guidance on curating gift shop merchandise that reflects your institution’s mission — engaging guests, reinforcing exhibits, and driving revenue.
Why Mission Alignment Matters
A thoughtful assortment does more than sell — it extends your institution’s purpose beyond gallery walls. Curation that supports your mission not only enhances education and connection but also builds revenue through meaningful sales.
1. Define Your Mission & Selling Theme
Clarify how your assortment ties into core themes.
- Revisit your mission statement and current exhibitions.
- Choose central narratives (e.g., sustainability, local heritage, STEAM learning).
- Use these narratives to guide sourcing and product decisions.
2. Conduct a Collection Audit
Understand what’s working — and what’s not.
- Analyze 3–6 months of sales: best sellers, slow-movers, margin by category.
- Identify gaps — e.g., no children’s or local artisan products.
- Use guest feedback to uncover interests or missed connections.
3. Develop a Balanced Merchandise Strategy
Your assortment should reflect mission and guest behavior.
- Theme-based items: Exhibit-linked objects, educational books, activity kits
- Local & ethical products: Artisan crafts, sustainable goods, Indigenous-made
- Price-tier products: Include $5 impulse items, $15–$30 branded goods, plus premium options
- Seasonal/rotational items: Change items quarterly to reflect exhibits, holidays, campus events
4. Source with Purpose
Choose suppliers aligned with mission and quality expectations.
- Prioritize local makers and minority-owned vendors
- Request samples to ensure quality and storytelling fit
- Negotiate marketing support or coop buys for exhibit-specific items
5. Build a Product Selection Process
Use a framework to evaluate new SKUs:
- Mission fit (0–5): Ties to exhibit, program, or theme
- Guest appeal (0–5): Sales potential based on price, trends
- Margin (0–5): Profitability versus cost
- Stock considerations: Minimum order qty, shelf life
Score products–anything below a total of 9/20 may be a risky add.
6. Test, Track & Optimize
An assortment is never set-it-and-forget-it.
- Run 30-day test spots for new products
- Review inventory movement weekly and adjust par levels
- Use POS data to track units per transaction (UPT), average dollar sale (ADS), and sell-through
7. Tell the Story, Don’t Just Sell
Use signage, shelf tags, or videos to highlight meaning.
- E.g., “Made by local artist from recycled glass aligned with our ecology exhibit.”
- Add curated storytelling tags, shelf talkers, or QR codes linking to deeper stories
Your Mission, Your Merchandise Strategy
Curated assortments help gift shops support your educational goals and sustain operations. When thoughtfully built and managed, the right assortment brings your mission home — literally — for visitors.
Next Steps
✅ Conduct your collection audit
✅ Score existing SKUs based on mission, margin, and guest appeal
✅ Add 5–10 products from local makers or exhibit partners
✅ Track performance monthly; iterate based on data