Museum shops, the ultimate point of sell
Joidart is a contemporary jewelry brand that manufactures handmade pieces. Its main sales channels are jewelry stores, fashion and accessories stores and its own online store.
Joidart products can be found in gift shops of museums and emblematic buildings. These sales channels are becoming increasingly important to their revenue and the company commissions a specific plan to maximize their results.
Services
Client
I was in charge of providing them real context by conducting a research to find out the national and European museums with the highest traffic.
We analyzed museum stores by reviewing the best-selling products, price ranges and brands present. At the same time, we detected the purchasing groups that were in charge of the management of the gift shops.
Increasingly, museums are looking to enhance the visitor’s experience and that extends to their shop. They seek to surprise, excite and connect with a very broad audience that appreciates uniqueness.
We pinpointed the perfect opportunity for the brand: there was a demand for personalized products, not only conventional merchandising, but products promoting the museum's most important masterpieces.
We reflected on how Joidart should take advantage of the insight and worked on two scenarios: developing exclusive collections, and co-branding. Next, internal processes were set up and a framework of conditions was established.
Finally, I guided the commercial pitch by developing marketing collateral, to open new points of sale and increase the performance of the current ones.
Wrought iron door of La Pedrera, Antoni Gaudí, 1906-1912
L'or de l'azur, Joan Miró, 1967
Proyecto para “Recuerda”, Salvador Dalí, 1945
