Today, museum shops can be viewed as a separate industry. Why? First, souvenir SKU range has expanded significantly, ranging from designer furniture to fashion accessories and equipment. Some museums, such as the Musée National Picasso in Paris, have built stsand-alone outlets for their stores. Second, museums worldwide are trying to turn their souvenir shops into an extension of that unique experience that a museum goer gets. They are engaging, original, story-telling. Third, museum mementos and keepsakes serve as an important marketing tool, a branding element and a way to increase the brand awareness, to expand the audience and turn all the visitors into museum ambassadors. And fourth, if done right, a museum shop becomes a significant source of income for the organization.
During the discussion, the retail leaders of the world's most famous museums will showcase the ways in which the format of souvenir shops is changing, and bring examples of how to increase the revenue and to promote the marketing development of museums.