A Common Thread: Creating a Purposeful Gift Shop
Originally posted on Blooloop by Event Network
Throughout the year, and especially as we look ahead to 2022, Event Network draws inspiration by looking to our ‘common thread’: how we as human beings are connected by our shared planet and humanity, and how our actions toward the earth and each other have a lasting impact on future generations. As the retail partner of many trusted museums and cultural attractions, we understand the influence that these iconic places have on the attitudes and behaviors of guests. Leading by example is a massive responsibility for any organization, and the mission of each institution must seamlessly extend to the retail experience to have a lasting impact.
By focusing on what unites us all, we can create shopping experiences that uphold and demonstrate values, such as a commitment to conservation and sustainability, as well as strengthen the local communities which they serve and ensure that every person feels represented and welcome. Here’s a look at how our Common Thread philosophy guides purposeful decisions for our retail stores.
Under-represented groups
Purchasing from minority-owned businesses provides access to economic opportunity, especially for those most underrepresented and in greatest need of advocacy. Women-owned businesses, businesses owned by people of color, and LGBTQ-owned, as well as veteran-owned businesses are great places to start sourcing product.
The General’s hot sauces, available at the National Museum of the United States Army gift shop, come from a veteran-owned business that serves the greater good by creating jobs for veterans, and by donating a meaningful percentage of profits back to organizations that support troops, veterans, and their families.
Conservation and sustainability (say no to single-use plastics)
Sourcing products that minimize adverse impacts on the planet and help ensure the long-term ability for all living things to thrive in their natural environments is a constant source of inspiration. For example, we prioritize sustainable suppliers for many of our products including apparel, plush and accessories that are made from recycled materials. We have found several meaningful alternatives to eliminate single-use plastic from our product assortments.
The retail store at Oregon Zoo offers apparel by Tentree, planting ten trees for every item sold to support forest regeneration.
Water bottle alternatives
Offering sustainable water bottle options is now table stakes for most retailers, and there are a multitude of style options from which to choose. However, when thirst hits, guests may feel that purchasing water is unavoidable. Consider making Green the easy choice for guests with an aluminum can alternative to single-use plastic bottles.
Reusable water bottles available at the Seattle Aquarium gift shop, alongside spring water bottled in 100% recycled aluminum. Aluminum is infinitely recyclable and recycled most often - about 70% more than its plastic equivalent.
Source locally and give back
Stimulate local economies, represent regional tastes and styles by sourcing through local vendors. Local snacks and artisanal crafts are fun and affordable items, especially for out-of-state visitors looking to bring home mementos from their travels. Many local proprietors give back to the community through cause-related donations to uplift organizations in need.
Rango Honey produces honey from the Sonoran desert, and is sold locally at Desert Botanical Garden in Phoenix, AZ. Rango Honey’s organization, Neshama, provides job training and independent living services for adults with Autism.
A store environment designed for everyone
Demonstrating a commitment to inclusion, diversity, equity and accessibility applies far beyond the product offering, including how a store is designed, merchandised and staffed – to ensure that all people are represented and feel welcome inside the shop.
A welcoming store environment
Offer products at a range of price points to accommodate as much of the economic spectrum as possible. Everyone deserves to be able to make a purchase.
Hire a store team that is comprised of people of diverse backgrounds, as their collective knowledge is a big asset to delivering exceptional customer service.
Visual Merchandising
Place products at varying eye levels where all can see or access the items; Have team members readily available to provide assistance when needed
Clear a wide enough pathway in aisles and between displays to ensure comfortable flow
Be mindful that in-store photos and graphics should represent all people in terms of ethnicity, gender and age
All lives on earth share a common thread! This philosophy, while complex, is achievable through a sincere commitment to act for the good of all people.