Recently the art world and consumers are finally learning to embrace the idea that art and retail can go hand-in-hand. Merchandising indeed is a driving force behind successful art gallery sales. By harmoniously combining the artistry of the works with effective merchandising techniques, galleries can increase their sales and connect more deeply with art lovers, ensuring the continued celebration and appreciation of creativity in our world. This retail trend will continue to grow at an even faster pace, join us on Artsper to keep pace.
Laurent Grasso, Studies into the past (Signed poster), 2018 available on Artsper
Why is merchandising so important?
While the digital landscape provides numerous benefits for brands looking to expand their reach and foster connections, it also creates a saturated space where standing out can be challenging. This makes offline interactions a valuable ally. One effective way to bridge the gap between the digital and physical worlds is through printed merchandise. By creating tangible, high-quality items, brands can forge longer-lasting, personal connections with their audience, creating enduring experiences.
For example when it comes to holidays and celebrations, it’s easy to create a social media post or send out a newsletter to your database to mark the occasion. And while this is a valid way to get your message across, many make the mistake of stopping here. Most of the time, these messages can get lost in a sea of other similar well wishes, minimising the impact of your words.
For those galleries that want to go a step further, creating printed merchandise for clients can result in a more meaningful connection with their audience. If you want to make a lasting impression, merchandise is the way to go.
Different type of merchandising
Merchandising comes in many forms, offering various levels of customization to suit your needs. For instance, you can opt for promotional products by branding existing items, like adding your logo to a water bottle within predefined size and placement restrictions. Alternatively, you can create fully custom merchandise, giving you complete control over the design, allowing you to craft and print items exactly as envisioned. This approach offers a unique level of personalization that reflects your brand identity in a more distinctive way.
Well-designed merchandise goes beyond functionality; it serves as a tangible extension of your gallery, embodying your values and leaving a lasting impression.
Jean-Philippe Delhomme, The Studio, 2023 available on Artsper
A good example can be the Perrotin printed store, which provides a diverse range of prints and posters, some of which are numbered and signed by the artists, ensuring authenticity and exclusivity. These pieces serve as accessible entry points for collectors and admirers of contemporary art.
The benefit of printed Merchandising
Printed merchandising is indeed a valuable option: simple, yet highly personalized and effective. Here are some key advantages for art galleries:
1. Increased Revenue Streams
Printed merchandise, such as posters, postcards, and art prints, offers galleries a valuable additional revenue stream. By leveraging the popularity of existing artwork, galleries can extend the reach of their collections and make art more accessible to a wider audience, without relying solely on original sales. This approach not only boosts income but also fosters a deeper connection between the artwork and art enthusiasts. At Artsper, for instance, prints have consistently proven to be our bestsellers, showcasing the strong demand for accessible, high-quality reproductions.
2. Brand Visibility and Reach
Merchandise acts as a walking advertisement for the gallery. Visitors who purchase printed items often take them home or gift them to others, spreading awareness of the gallery and its artists.
3. Accessibility to a Wider Audience
Original artworks can be expensive and out of reach for many. Printed merchandise offers an affordable way for art enthusiasts to own and appreciate art, attracting a more diverse audience and increasing inclusivity.
Jean-Philippe Delhomme, Jerry's L QU, 2019, 2021 available on Artsper
4. Enhanced Visitor Experience
Offering merchandise creates a more immersive and memorable experience for visitors. They leave the gallery with something tangible that reinforces their connection to the space and the art they admired.
5. Support for Emerging Artists
Printed merchandise can highlight the work of up-and-coming artists, giving them additional exposure while generating income. This creates a win-win for the gallery and the artists it represents.
6. Seasonality and Special Events
Merchandise tied to temporary exhibitions, holidays, or specific themes creates excitement and urgency for purchases. Limited-edition prints, for instance, can drive sales and engagement during these periods.
7. Memorabilia for Visitors
Printed merchandise serves as a keepsake for visitors, allowing them to remember their visit and the emotions the art evoked. This emotional connection increases customer satisfaction and loyalty.
8. Opportunities for Customization
Galleries can collaborate with artists to create unique designs specifically for merchandise, offering visitors something they can’t find anywhere else. This adds a sense of exclusivity and value.
Laurent Grasso, Studies into the past (Anima), 2022 available on Artsper
In conclusion, printed merchandising offers galleries a unique opportunity to extend their brand, engage new audiences, and enhance their revenue streams. By thoughtfully integrating prints, posters, and other artistic merchandise into their offerings, galleries can provide collectors and art enthusiasts with accessible, high-quality alternatives to original works. Join Artsper and stay ahead of trends.