Driving online retail growth with Katy Clinch from the Migration Museum

In this episode, James Akers talks to Katy Clinch, Retail Manager at the Migration Museum, about the digital marketing tactics that helped them win a Digital Culture Network Award. With support from the Digital Culture Network, the museum boosted sales and extended the reach of its online shop through smart use of Meta ads and video content. They discuss: Why using print-on-demand can help manage demand during busy periods and reduce operational pressure How experimenting with Meta ads and video content led to significant growth in online shop sales What it means to align digital marketing with a museum’s mission and values Links and resources discussed in this episode: Download the transcript for this episode (Word document) Learn more about the Migration Museum’s Digital Culture Network Award win Visit the Migration Museum online shop The Migration Museum was awarded a Digital Culture Network Award in the 2025 Digital Culture Awards. Music by ⁠⁠SHAR