Case Study: Revitalizing a Museum Gift Shop
The Site: Don Station (Toronto’s oldest remaining railway station, built in 1896)
Client: The Toronto Railway Museum, a non-profit organization
The Constraints: Revitalize and increase sales on a limited budget without making any permanent structural changes to the heritage building.
The Challenge
Following a pandemic reopening, the museum's gift shop was struggling with vulnerable revenue streams and a disconnected visitor experience.
. The primary issues included:
Lack of a cohesive brand experience for visitors.
Ineffective visual displays and product placement.
Unclear operational structure and inadequate storage space.
Strategic Solutions
My approach focused on a strategic, detail-oriented transformation, repurposing existing resources wherever possible.
1. Reimagined Layout and Flow
I designed a new, intuitive layout using mobile display fixtures to create a natural flow that guided visitors through the shop and encouraged exploration.
2. Storytelling Merchandising
We used the site's rich history to inform the visual plan. Products were grouped to tell a story, with custom "shelf talkers" used to highlight new products. This transformed shopping into a continuation of the overall visitor experience.
3. Refined Operations
I worked with the on-site team to optimize storage and inventory systems. This included advising on the foundation for a new operational manual and daily checklists, creating a more efficient workflow and improving staff ability to assist visitors.
The Results: A Meaningful Transformation
The project was completed on time and within budget, successfully meeting all objectives.
25% Sales Increase: The new layout and merchandising strategy immediately enhanced the shop's appeal and functionality, resulting in a significant increase in revenue.
Sustained Momentum: Sales have remained consistently on the rise, demonstrating the lasting value of the implemented strategies..
Empowered Team: Staff are more engaged and confident after integrating my customer service and visual merchandising framework into their daily practice.
Conclusion
This case study proves that a meaningful transformation and a strong return on investment are possible, even with the unique constraints of working within a historic, heritage building.
Client's Perspective
“Regina Sheung worked with the Toronto Railway Museum to reimagine and redesign its retail experience located in an 1896 heritage train station. The museum had previously hired a retail consultant who did little more than produce a report with no follow up, leaving the organization feeling frustrated. With this in mind, Regina was approached to act as a retail coach, mentor, and project manager to improve the store’s profitability and profile.
To start, she worked collaboratively with museum staff to identify the opportunities for growth and created a work plan that would be completed in a few short months. After the plan and budget were approved, she oversaw a renovation of the physical space and implemented new merchandising strategies. Regina brought in Cripse Design and Construction to fabricate custom shelving units that maximized retail space, while preserving and accenting the heritage elements of the building. The final design was both beautiful and budget friendly.
Following the renovation Regina trained staff on how to efficiently operate the store, including cleaning techniques, restocking schedules, and how to interact with guests. Visitors have been impressed by the physical changes to the space and the new approach saw an immediate twenty-five percent increase in sales. The best part is that she continues to check in with us regularly, even months after the project was completed to see if there’s anything that can be improved.
Regina took a gift shop that had hit a dead-end and turned it into a fun and successful retail experience. Our entire team can’t recommend her enough!”
- Alexander Gates, Executive Director, Toronto Railway Museum