Case Study: Museum shop modernisation projects in Moscow and image through the new merchandise

In SESSION 3: Improving revenue & brand awareness through “secondary” activities

Case Study: Museum shop modernisation projects in Moscow and image through the new merchandise

Speaker: Karina Srtlyan

Karina Srtlyana will describe how Moscow museums, such as the Museum of Moscow and Museum of Cosmonautics, have improved their image and revenue by improving their shops and how one of Moscow’s largest museum, the Tretyakov Gallery, is modernising all the aspects related to museum store management from new team recruitment to product development and implementation of product range analysis techniques and stock management procedures. She will also cover a project on new Moscow souvenirs, on behalf of Moscow Department of Culture, aimed to reflect the new image of Moscow through the new merchandise.