From Awe to "Aw, That's It?": Reclaiming the Wonder in Your Science Museum Store
There’s a specific kind of magic that happens inside the walls of a science museum. I feel it the second I walk through the doors. The low rumble of the earthquake simulator under my feet, the quiet darkness of the planetarium as constellations ignite overhead, the kaleidoscope of colors refracting from a case of perfectly formed gems and minerals - I’m a kid again. My curiosity takes over, and I’m filled with a sense of wonder.
And that's why many science museum stores feel like such a let-down 🙃
Where's that same sense of wonder? Your audience is ready to take a piece of that magic home, and instead, they get ... generic? A sea of plastic dinosaurs that could be from any toy store, a rack of t-shirts with stock-image planets, and shelves of generic science kits that feel completely disconnected from the incredible, hands-on experience you just had.
The sense of wonder evaporates. The audience, primed and excited, is met with boring. This disconnect isn't just a missed retail opportunity, it's a missed mission opportunity.
The Store as the Final Exhibit
Your museum store shouldn't be an afterthought - it should be the final, crucial exhibit. It's the last touchpoint for your visitors, their chance to solidify the connection they just formed with your institution. It’s where a child’s newfound passion for geology can be nurtured with a real geode-cracking kit, or where adults can realize this space is just as much for them and fall in love with science all over again.
When a store is aligned with the museum's soul, it becomes a powerful tool for extending your educational mission, deepening visitor engagement, and, yes, driving significant revenue.
Building a Better Experience, Holistically
So, how do we bridge the gap between the wonder of the exhibits and the reality of the retail floor? The answer lies in my holistic approach. A truly great museum store isn’t built in a silo; it’s woven from the expertise and passion of the entire organization.
I help museums transform their stores by collaborating and learning from all departments. Here are some questions I like to ask:
Curators: What are the incredible stories behind the artifacts that aren't on the exhibit labels? Why don’t you step foot in the store?
Educators: What concepts do you most want visitors to take home with them? Let's develop or source items that reinforce that learning in a fun, tangible way.
Frontline Staff: What are visitors asking for? What exhibits are they most excited about?
Development: How can the store support membership drives or donor recognition?
By working together, we build a retail space that works across the museum and becomes an asset to all.
Finding Your "OoooOooo" Factor
This collaborative process is how we move beyond the generic and discover products that make visitors go, "OoooOooo!" We start thinking about items that are true to your values.
Value: Champion Your Community? We'll source from local artisans and makers, transforming your store into a showcase for regional talent and ensuring your dollars support your local economy.
Value: Prioritize Sustainability? We'll audit your inventory for eco-friendly opportunities, sourcing beautiful plastic-free alternatives and partnering with vendors who are as committed to the planet as you are.
Value: Inspire Visitors of All Ages? Let's curate a collection that sparks wonder across generations. Think less generic and more sophisticated, engaging gifts -from DIY robotics kits to elegant meteorite necklaces.
Imagine a store that feels just as inspiring as the rest of your museum - a place of discovery in its own right.
Are you ready to transform your store from an afterthought into a must-see destination? Let's talk ideas over some astronaut ice cream and get to work bringing profit and purpose back to your museum store.