In the past, souvenir shops in museums were not viewed as shopping places. However, currently shops make an independent industry that has become a source of considerable profits for museum institutions. The public more and more often looks upon souvenir shops as an inalienable part of museums. Also, shops are not only amusing and original but also continue the unique acquired experience.
The modern museum products are a full-featured marketing instrument, favorably expanding the audience. Visitors buying books, fashionable accessories, garments, designer furniture, and even equipment become a kind of ambassadors of museums, and that also increases brand awareness.
What is the secret of success in case of museums and business cooperation? How does the souvenir shop format change today? How to increase museum monetization and help marketing development of museums?