Unlocking Potential: Optimizing Museum Store Spaces for Adult Visitors at Science Museums, Zoos, Aquariums, and Natural History Museums
Imagine a bustling day at a science museum. What comes to mind? Children gleefully exploring exhibits, grandparents smiling as they watch, and parents absorbed in reading exhibit placards aloud. But did you also picture adults without kids?
Contrary to common perception, adults without children form a significant portion of visitors to science museums, zoos, aquariums, and natural history museums. These adults visit for various reasons — a day of learning, a romantic date night, a group adventure with friends, or simply a space to connect and be present. Count me in for all of the above!
Neglecting to acknowledge the purchasing power and diverse interests of adults at these institutions can lead to missed sales and untapped opportunities. Let's delve into the statistics to grasp the scope of this issue.
Let's delve into the statistics to understand the scope of this issue. According to data from the Association of Zoos & Aquariums, approximately 31% of adults visit these spaces without accompanying children. Similarly, according to the American Alliance of Museums, around 31% of young adults without children and 23% of adults aged 40-59 without minor children visit museums. These numbers demonstrate that there's a substantial market segment consisting of adult visitors who are potential customers for stores and yet stores often don’t reflect that.
So, how can science museums, zoos, aquariums, and natural history museums capitalize on this untapped market for their stores? The answer lies in strategic product selection that appeals to the inner child in all of us.
Here are some product strategies to cater to adult visitors and enhance their museum store experience:
Test It Out: Now, I’m not saying to pivot completely away from kid's products. Experiment with a small percentage of products specifically tailored for adults within your product mix to attract a broader range of customers.
Educational Products: Nurture curiosity at every stage of life with educational kits that make learning fun and engaging. Whether it's molecular gastronomy-inspired cocktail kits, felting kits for creating dino buddies, or mini terrarium sets for plant enthusiasts, educational products can cater to adults seeking enriching experiences.
Personalized Items: Offer personalized items that go beyond traditional name keychains (I might still be a little salty that my name wasn’t on those!). Moon phase jewelry customizable to special dates or scratch-off maps for tracking travel adventures can create meaningful connections with adult visitors. Why capture just a name when you can capture a moment?
Inject Humor: Incorporate humor into your product selection with witty and relatable items. Shared laughter can create a sense of camaraderie and connection with visitors. For example, science-themed jokes or puns can add a playful touch to your store. Why did the scientist take out their doorbell? They wanted to win the No-Bell Prize.
Local and Artisanal Products: Collaborate with local artists and artisans to showcase region-specific crafts, artwork, and souvenirs. This not only adds a unique touch to your store but also supports the local economy, which resonates with many adult consumers.
Mission-Centric Products: Align your store offerings with your institution's mission. Offer products and events that allow visitors to actively participate in and support your mission. This fosters a sense of belonging and purpose among adult visitors.
By implementing these strategies, you can build a store that recognizes this valuable segment of adult visitors who seek meaningful, educational, and enriching experiences during their museum visits. This not only maximizes revenue potential from store operations but also fosters long-term engagement and loyalty among adult patrons.