Using our knowledge of consumer behaviour, 20|20 observed and mapped out how V&A visitors engaged with both the museum and its shops.
We studied visitors’ mindsets and determined the pros and cons of shopping at the museum.
By establishing a clear target shopper focus, we were then able to build and define an engaging and original overall retail proposition based on the V&A’s brand values.
This consequently informed, defined and ultimately redefined their range strategy, which actively targeted all the opportunities surrounding each shopper type. The strategic format which we created for the V&A stores is now established as the guiding platform for the museum's retail strategy going forward.
