How the commercial journey has evolved at the British Museum since 2008

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

How the commercial journey has evolved at the British Museum since 2008

Speaker: Roderick Buchanan

The British Museum Company has gone through a significant change, since 2008, of all its commercial activities. All aspects have been challenged – shop design, product design, staff training, e-commerce and food offer. As the opening speaker for this session. Roderick Buchanan will touch on the museum’s strategy to improve the visitor experience. How it challenged the perceived wisdom that visitors will buy anything and how the museum learned what visitors use in their daily lives and want to buy into. Knowing this could help grow our business. Roderick will also talk about what didn’t work well and how we have used this knowledge to continually improve our offer. Since 2009, The British Museum Company retail profit has increased three fold and is continuing to grow. This has been achieved against the backdrop of recession and has been made possible by adapting and continually improving the offer for visitors.