Alternatives Museum Shop, The Delaware Center for the Contemporary Arts

Whitney Marsden, retail manager
Wilmington, Del.

Have you reduced your inventory levels? What needs to happen before you will feel comfortable increasing your inventory levels?

I began reevaluating Alternatives Museum Shop inventory last fall at the beginning of the economic crisis. I’m not interested in portraying the concern we all have about the economy with bare shelving and stale inventory. Rather, my goal is for patrons to be inspired by the ever-evolving environment. Consequently, I have chosen a diverse selection of functional and wearable items created by local, regional and national artists.

What indicators do you need to see before you’ve decided that the economy is indeed improving?

For the DCCA’s 2008-2009 fiscal year, the shop did remarkably well. There are many variables that contribute to the rise in sales, including the ongoing revitalization of the downtown Wilmington Riverfront, a redesign of the shop interior and new inventory.

Are you advertising consistently?

A major benefit to being part of a larger institution is the advantage of combined marketing efforts.  We are part of regular e-blasts, e-newsletters and printed program guides that are sent to the DCCA’s constituency. Additionally, regular press releases and postcards are sent to industry contacts and local and regional news outlets to publicize shop events.  This strategy allows for the greatest amount of information about the shop to be dispersed to the DCCA and shop patrons, the industry and the public.

What are a few other ways you’re preparing for the rebound?

As a retailer promoting contemporary handmade American craft, we are in a very important position within the marketplace to bring high-quality products to a public now considering their purchases in terms of quality, smart design and environmental sustainability. We are in a position to educate the public about the benefits of buying products that are frequently heirloom quality with a story and a person behind them. American craft is all these things and more.

What have you noticed in terms of consumer confidence?

Consumer confidence has been inconsistent up to this point. Monthly numbers are frequently higher or lower than projected, but the shop continues to maintain a consistent volume of inventory in order to suit most patrons of varying interests.