Oops, They’ve Caught Them All: What Museum Stores Can Learn from the Van Gogh x Pokémon Card Exhibit
When your museum collaborates with a powerhouse like Pokémon, spreading the word isn't the issue. Since 2022, more than 31 million units of Pokémon's Red/Green/Blue games have flown off the shelves. The exhibit itself is an unrivaled success, seamlessly melding the whimsy and joy of Pokémon with the timeless paintings of Vincent van Gogh.
Accompanying this successful partnership came a range of exclusive products and limited-edition cards, but they posed a unique challenge. In the realm of collectibles, rare Pokémon items have always been a source of exhilaration for fans. The recent case of the Van Gogh Pikachu card has highlighted the struggles faced by collectors, enthusiasts, and stores when scalpers exploit high-demand merchandise.
Within the Museum's Halls
The special Pikachu with Grey Felt Hat card was initially intended as a reward for completing a scavenger hunt within the museum. Unfortunately, a raucous few created turmoil in both the museum and its store, determined to secure the limited-edition cards. This chaos ultimately led to the museum discontinuing the giveaway, a regrettable outcome for many genuine fans.
In the Digital Realm
Online, Pokémon enthusiasts were met with disappointment as scalpers, armed with lightning-fast bots, swooped in to snatch up a substantial number of the limited-edition Pikachu with Grey Felt Hat cards. These scalpers not only cleared out the cards but also depleted supplies of other collector's items, rendering it nearly impossible for authentic fans to acquire these coveted treasures. The controversy extended beyond the scalping itself, involving order cancellations, site crashes, and even instances where genuine fans were erroneously flagged as bots during the ordering process.
Key Lessons for Museum Stores:
Tackle Scalping Head-On: Museum stores must anticipate the potential threat of scalpers attempting to exploit limited-edition merchandise. Implement effective strategies to thwart scalping, such as purchase limits per individual and robust anti-bot measures during online sales. Ensure that your institution's online infrastructure can handle a surge in visitors to enhance the exhibition's mission.
Ensure Equitable Access: It's paramount for museum stores to prioritize fair and equitable distribution of limited-edition items. Consider implementing alternatives like lotteries, waiting lists, or extended sale periods to level the playing field for authentic fans. This not only discourages scalping but also fosters goodwill among the customer base.
Foster Transparent Communication: When dealing with limited merchandise, transparent and timely communication is essential. Take a cue from The Pokémon Company's response, which included an apology and a commitment to offer additional ways for fans to access the rare card. Museum stores should likewise acknowledge issues, maintain open lines of communication, and actively seek solutions to challenges as they arise.
Safeguard the In-Person Experience: For museum stores with physical locations, prioritizing the safety and enjoyment of in-person visitors and staff is paramount. When aiming to attract a wider audience, focus on creating a memorable and enjoyable experience. Be adaptable and open to making necessary changes when unforeseen problems arise.
The Van Gogh Museum's decision to discontinue the Pikachu Van Gogh Pokémon card distribution due to safety concerns underscores the importance of crowd control measures and the ability to pivot to enhance the overall visitor experience.
Engage with the Community: Nurturing a strong connection with your customer base is indispensable. Actively engage with fans, listen to their feedback, and respond promptly to their concerns. This fosters trust and loyalty, ensuring that fans feel valued and heard.
Explore Collaborations: Despite the challenges faced, this collaboration was successful, memorable, and really showcased the exhibit. Museum stores can explore partnerships with popular brands, artists, or franchises to craft unique and highly sought-after merchandise that appeals to a broader audience.
Visit Pokémon's at the Van Gogh Museum until 7 January 2024