Archive for February, 2007
The more we know about the products we sell, the more we can provide a unique service to our customers. I prefer to shop at stores where the owner or employees really know their stuff! When the staff can teach me something about the product I’m thinking about buying, it boosts my confidence about my purchase and I usually return to that store for future purchases.
I read an article in “The International Epicurean” (Monday, January 22nd) about Walkers Shortbread Cookies and learned several things about shortbread that were news to me! I thought I’d share a portion of this article so that you, can in turn, impart your product knowledge to your customers.
“Neither short nor bread, shortbread is a butter based cookie with a crumbly yet cream texture created by the Scots many centuries ago…..In 1921, the British government decreed that no product be called shortbread unless at least 51% of its fat is butter. Walkers surpasses this high standard by using only 100% pure butter.” You can also tell your customers that they can warm the shortbread for a minute or two in an oven for for 30 seconds in a microwave to “for a home-baked taste”.
Walkers has added a unique twist to it’s shortbread selections with the addition of chocolate chips, chocolate coatings, and other delicious flavors. Single serve shortbread fingers, chocolate chip rounds, as well as belgian chocolate shortbread and white chocolate raspberry cookies are a few of the fabulous choices you can offer your customers.
Why not include a small note card that includes the “shortbread story” with each of your cookie sales. Your customers will appreciate your expertise!
February 28th, 2007
The Chopping Block, a specialty food store in Chicago, Illinois, recently received Gourmet News’ Retail Leadership Award. This award recognizes retail specialty food businesses that have distinguished themselves in their communities.
Read the full story about Shelley Young, owner of two Chopping Block stores. Not content to wait for customers to come to her, Shelley has come up with quite a few creative ways to lure customers to her stores.
Of special interest to me is Shelley’s involvement with her local chamber of commerce. Over the Christmas holidays, she worked with other retailers in her neighborhood to bring lots of traffic to the businesses in her area. Free gift wrap stations, ethnic holiday festivals, and a senior shopping day are some of the great ideas that kept customers coming to her store and other stores in the neighborhood.
If you’re not already involved with your local chamber of commerce, make it a point to join in 2007. Clusters of businesses in a small neighborhood can join together for projects that will benefit the whole community while bringing more business to the area.
February 24th, 2007
According to a report recently published by the The Nielsen Company, affluent shoppers look for value and variety in their shopping experiences. Their research indicates that these shoppers shop frequently at warehouse clubs (eg. Costco) and upscale mass merchandisers (eg. Target) as well as smaller, retail stores.
The report also notes that this group of consumers rely on the internet for product information and purchasing. Todd Hale, Vice President of the group that put together this report states that “a real opportunity exists for retailers to extend their traditional thinking about media to include the Internet, developing more interactive programming, more tailored specials and more engaging content that can differentiate their stores and sustain a dialogue with their customers.”
Read the full article to get an interesting perspective on this segment of the market. If you are currently serving these affluent shoppers or are thinking about how to market to this group of potential customers, this report will give you some “food for thought”.
February 22nd, 2007
Many of you are familiar with two gift basket message boards where you can chat with other gift basket business professionals about all aspects of the business. If you haven’t taken advantage of the wealth of information available from these two web sites, go to your computer and visit the Gift Basket Review Sharing Circle and the Gift Basket Exchange Network.
I just learned about a new message board that is part of the Fancy Foods and Culinary Products web site. The board is called “Top Shelf Advice”. This is a new forum and although it appears to be geared to specialty food retailers, and not specifically to gift basket businesses, there is still lots to learn!
Recently, a question was posed concerning whether specialty food retailers offered bridal registries to their customers. One reader who responded on the message board offered some ideas about party favors that could be sold for wedding guests. Going after more wedding business is certainly an idea that could be worked into a gift basket business marketing plan.
Keep your eye on other businesses for ideas that can work for you. Use your imagination. Think about how you can adapt other’s ideas to your own business. There’s a lot to learn!
February 19th, 2007
Just read an article in The Gourmet Retailer Magazine, January, 2007 about the science of buying. Author Robert Coviello says that the majority of a store’s sales will come from a small portion of the product line. In other words, customers prefer and purchase certain products more often than others. Mr. Coviello suggests that by looking carefully at which product categories sell best, an astute business owner can become proficient at buying those products that customers want.
While many gift basket packers choose the products they will use in each of their basket designs, it is still a good idea to try to find out which products are preferred by the customers who actually receive that baskets. Knowing this can help you, as a buyer, select the products that people like.
I hope you include your business card with every basket that you send. Why not include a short survey with a postage paid envelope along with your card? Or do a follow-up mailing or phone call to the person who received the basket. Offer a discount or gift for those willing to answer your questions.
The more you know about what products are pleasing to your customers, the better you’ll be at choosing the items to include in your baskets. Managing your inventory in this way can help you run an even better business.
For suggestions about best selling gourmet food products, call Apex Gift Foods. The customer service staff can provide many suggestions about the popular products used by gift basket packers like yourself.
February 16th, 2007
As reported in Gourmet News Magazine, “Spice giant McCormick announced its flavor pairings for the coming year, anticipating what tastes will be most influential in 2007. Released annually since 2000, the Flavor Forecast showcases the flavors and culinary trends that consumers can expect to see in restaurants and stores.”
Read the full article to learn about what will be the favorite flavor pairings for 2007. You’ll learn about some very unusual pairings such as cumin and apricot or thyme and tangerine.
I just returned from the Fancy Food Show in San Francisco, and indeed, I tasted these unusual combinations of flavors in everything from fine chocolates to potato chips. And for the most part, what I tasted was great! Salt was mixed with sweet. Spicy was mixed with tangy. Herb seasonings added distinctive aromas and tastes.
Don’t be afraid to try some products that include flavors that you might not normally associate. Your customers will appreciate having something “different” in their baskets. Don’t go overboard, but let your customers know that you are aware of the popular food trends and will be offering the newest items in your basket designs.
February 12th, 2007
Looking for exceptional business growth? Plan on attending A.C.E.S., 2007 in Columbus, Ohio, April 11-14, 2007.
A.C.E.S., (which stands for Advanced Continuing Educational Seminars), has created learning experiences specifically designed for gift basket businesses. These are not design classes. Instead, you will learn how to run your business!
A trade show/vendor expo will also give you the opportunity to see new products and meet your suppliers. These meetings, along with conversations you will have with other gift basket business owners, are valuable networking experiences.
Click here for more information about the classes, participating vendors and hotel reservations. Register now and take advantage of the 2 for 1 registration special.
Apex Gift Foods will be one of the vendors at the trade show. Please stop by our booth to meet us and take advantage of show specials.
February 10th, 2007
As business owners, we’ve all had the unfortunate experience of dealing with an angry or difficult customer. And while I don’t believe that the “customer is always right”, I do know that dissatisfied customers can not only ruin an otherwise nice day, but can damage the reputation of your business. So while you may have to bite your tongue, if you want to have a successful business, it is your responsibility as the owner to deal effectively with an unhappy customer.
Read the article in Gourmet Retailer, January 2007, entitled “Nine Tips for Dealing with Angry and Difficult Customers”. Author Dave Kahle offers straight forward, realistic suggestions for turning an irate customer around. These tips include:
1. Don’t take it personally. This leads to a defensive posture and more problems. As the author says, “it’s not about you”.
2. Listen. Give the customer a chance to say everything they need to say, even if they need to say it twice! Not only does this allow the customer to vent, it gives you time to think before reactin.
3. Empathize. To do this effectively, think about how you feel when you’re not getting what you think you deserve. It comes across if you’re not empathetic and not sincere about your reactions
4. Apologize. You don’t have to say you, personally, were wrong but that you’re sorry about the whole situation.
5. Don’t Blame. My favorite suggestion. As the author explains: no one wants to hear excuses. When you offer excuses, you’re more concerned about putting yourself in a good life than in satisfying the customer.
6. Ask about the details. It shows you’re interested.
7. Make realistic promises that will correct the problem. Don’t offer what you can’t deliver. That adds fuel to the fire.
8. Deliver more. Whatever you promise, do better than that. A little extra shows you really care.
9. Follow up. A quick phone call to double check that the customer is satisfied can go a long way to getting that customer back.
What techniques have you used to deal with unhappy customers?
February 8th, 2007
“Pantone Inc., the global provider of professional color standards, named Pantone 19-1557 Chili Pepper, a deep, spicy red, as the color of the year.” See the full story as reported in Gourmet News Magazine.
“Whether expressing danger, celebration, love or passion, red will not be ignored,” explains Leatrice Eiseman, executive director of the Pantone Color Institute…In 2007, there is an awareness of the melding of diverse cultural influences, and Chili Pepper is a reflection of exotic tastes both on the tongue and to the eye”.
Color trends as predicted by Pantone and other “trend” organizations usually affect home, housewares and clothing markets first. I just returned from a buying trip for our wholesale floral supply business and we saw many shades of red used in holiday decorations. Designers used multiple shades of red in a single display and also paired these deep rich reds with bright lime and sage greens.
If you want your baskets to reflect the popular trends for the upcoming year, include products in bright, bold shades of red in all your designs (not just holiday designs). Look for packaging in other bright colors that will complement the red tones such as tangerine orange, lemon yellow, and lime green. Keep up with the trends and your customers will come back for more!
February 4th, 2007
According to a survey conducted by The Gourmet Retailer, consumers continue to crave premium chocolates and experts continue to note the health benefits for dark chocolate lovers. Sales figures compiled by the National Confectionery Association indicate that chocolate sales are reaching an all time high with no signs of slowing down.
While the weather will allow you to continue to pack chocolates in your gift baskets, make sure you include top quality items such as products from Lindt. Also consider unusual chocolate items such as chocolate covered pretzels or potato chips. See these, and a large selection of great chocolate candies at Apex Gift Foods.
February 1st, 2007
