Spring 2021 - 68

BEHIND THE SCENES
The Georgia Aquarium Craft Pub area features a laid back style, caps,
and beer accessories honors local breweries.
How do you market to local visitors?
MG: Our stunning, newly-expanded building located in the
Centennial Park District of downtown Atlanta makes us pretty hard
to miss, so the aquarium is already off to a great start in terms of
awareness. Local media picked up on the aquarium's expansion
plans and Sharks! exhibit opening, which helped further spread
the word and stir enthusiasm at the local level. We love our local
guests, and Aquarium Members get great discounts on animal
encounters and interactions.
How do you handle ordering products for seasonal
inventory?
MG: We utilize a sophisticated system for supply chain, and our
data and analytics inform our purchasing decisions. The result is
higher customer satisfaction because we're listening and offering
more of what our guests love! Our purchasing is never " set it and
forget it; " it's a dynamic process that ensures we always keep things
fresh and introduce variety for return customers.
Do you stock different merchandise for customers who
shop online?
MG: The online shop offers an edited selection of top-sellers,
making it easy to find what you're looking for and to check out
smoothly. While there is some overlap with what is available online
and in store, you'll have to visit the Aquarium in person to explore
the full selection.
Do you want to share any information on how the retail
environment coped with the pandemic?
MG: In store, we use a variety of methods to keep guests safe
and confident about shopping in the store. First, we abide by
the Aquarium's rules around safety and conduct for both team
members and guests, which include temperature checks and mask
wearing for being on the premises. Frequent cleaning schedules
and visible cleaning is now part of our daily store hygiene routine.
68 SPRING 2021 MUSEUMS&MORE
Custom displays reinforce experiences at the aquarium and create
teachable moments.
For the main store, the store design and layout lends itself to
an open flow, allowing plenty of space between shoppers and a
clear line of sight to view and reach products without having to
touch extensively. Product demos were removed from shelves, and
floor spacer decals were added to help guests gauge their distance
between one another. Contactless payment options also proved to
be a welcome solution at checkout; one that shoppers prefer and
expect to remain.
Above all, keeping a positive attitude and appreciating everyone
who comes out to visit us has been the key to coping during the
pandemic. We all learned that we're in this together - and showing
kindness, patience and gratitude is the best means of thriving in
challenging times. When guests shop and support the animals and
Aquarium programs, it gives us hope for the future of our planet,
and for that we remain thankful.
For a more in-depth interview, visit the digital version of this article
on www.giftshopmag.com.
http://www.giftshopmag.com
Spring 2021

Table of Contents for the Digital Edition of Spring 2021
