The Money Museum (Geldmuseum) told us about the role money plays in people’s lives. Visitors could take a look at the Golden Mountain, the factory where the coins were made. Besides coins, there were also paintings and other money-related artifacts. Unfortunately the Geldmuseum recently has been closed caused by to little subsidy from the government.
Preneurl. was asked to advise the Money Museum on adjusting and sharpen the shop concept. On the one hand in order to generate more sales with a better result. On the other hand, there was the desire to response on customer needs. In addition, the shop had to strengthen the positioning and identity of the museum. The challenge was to incorporate and implement the ‘retail thinking’ in all the P’s.
The beginning of the route were several ‘brainstorm and working sessions’ with the director of the museum and some employees. The result of the route was a strategic advisory report and in addition a practical implementation (steps) plan. In these plans experience, branding of the shop and products, the form of operation, the possible presentation forms, the structure of the assortment, the product groups, products and commercial price structure have been discussed. Furthermore, there has been indicated which in-store and out-store (retail marketing) communication (including promotions) was necessary. And finally the (logistical and personnel) organization of the shop. After a thorough assortment analysis, new products have been advised appealing to the (intended) target groups. With the help of Preneurl. the plans are implemented whereby Preneurl. has acted as a coach and sparring partner. The result was a shop with more visitors and higher sales.