Archive for October, 2007
In each issue of Specialty Food Magazine, there is a section called “The Educated Retailers’ Guide” written by Ari Weinzweig. October’s issue includes an article entitled “Getting on to Good Profits”. Mr. Weinzweig suggests that by taking care of your best customers, you can turn these already happy customers into your promoters.
At Weinzweig’s stores, loyal customers might get coupons for future purchases, unexpected gifts put into their bags, thank you notes or even a free dinner. These special “perks” are given to those customers who regularly bring in friends and colleagues and who make an effort to tell others about the store just because they like the way they are treated!
Make an effort to pay special attention to your customers who keep coming back. While we need to continue to find new customers, we must also make a point of thanking our steady customers for their loyalty.
Check regularly on the Specialty Food Magazine web site for reprints of Mr. Weinzweig’s articles. And please share your ideas about ways you take care of your best customers.
October 29th, 2007
If you haven’t already planned your holiday gift basket selections, it’s time to get to work! When you are thinking about items to include in your holiday baskets, it’s important to consider how much you want to spend on “holiday themed” items vs. more “generic” items that can be used all year round.
By “holiday themed” items, I am referring to packaging that is designed specifically for the holidays. Cookies in boxes shaped liked snowmen, snacks packed in holiday star shaped tins, and cellophane packaging that is imprinted with Christmas trees are all examples of “holiday themed” items. You can see a selection of “holiday themed” gourmet products at Apex Gift Foods. I think that holiday gift baskets look great with a few of these items included. The trick is to not be overstocked with these products. After the holiday is over, you won’t want to use these items in your baskets.
Another option is to just few “holiday themed” items in your baskets, then fill your basket with items that are packaged in festive holiday colors, but can be used year round. For example, look for products that are packaged in bright red or gold boxes. If you don’t use these up during the holiday season, these items can easily go back on your shelf to use for another occasion. Check out some examples of products packaged in “holiday colors” that are not necessarily “holiday items”: chocolates, cookies, snacks, cheeses, crackers, candies and beverages.
Another way to add a holiday touch to your baskets without investing in “holiday themed” gourmet foods is to add a beautiful printed or plaid ribbons along with shredded fillers in holiday colors to match your products.
Finally, if you don’t want to stock any “holiday themed” items, consider purchasing some pre-made baskets that include these types of items.
When you are looking for products for your holiday gift baskets, remember to choose items that will work in your designs all year round. Accent those with a few “themed items” and your baskets will shout “Happy Holidays!”
October 25th, 2007
I was reading the October issue of Gourmet News and saw something that reminded me how simple it can be to use your marketing dollars effectively. “Retailers Share Marketing Tips” offers some suggestions that any of us can follow.
This is the tip: Ask all new customers where they heard about your business. Sounds obvious, but sometimes we forget to do the easiest things.
There are many ways that you might be marketing your business. Maybe you are placing ads in your local newspaper or in the yellow pages. You might be producing a glossy flyer and mailing it to everyone in your zip code. Maybe you’re sending emails to your customers. Your best customers might be telling their friends about your business. What’s important to find out is which one of these approaches works best!
For one month, have your employees ask all new customers where they heard about you. You might find out that most of your business comes by “word of mouth” and that no one saw your ad in the local paper. Once you know where you business comes from, you can target your marketing and dollars in that direction.
Read the full article for more ideas. What’s most important is to keep track of how new customers learn about you. One of my gift basket retail customers told me that she got a lot of new business when she sent a gift basket to welcome a new business that opened in her neighborhood. Customers who stopped into the new store saw her basket and liked what they saw. She now frequently sends baskets to other businesses in her neighborhood and asks that they let their customers see the design before they dive into the goodies.
I’d love to hear some more ideas about easy and effective ways you market your business.
October 21st, 2007
Apex Gift Foods has remodeled the web site! Many new features will make shopping easier for you.
Find what you want more quickly!
See suggestions for other products you might like!
Faster, more streamlined check-out! All information is on one page!
Featured Products: See what other customers are buying!
Easy shipment tracking!
Keep up with the trends: Connect to our blog from every page!
Three days only: October 16, 17, 18, 2007.
Save 15% when you make a purchase on the
new web site!
Write APEX15 in the coupon code on the new order form.
October 15th, 2007
I just received an email with some information that I think would be useful to anyone who has an online store and who depends on holiday sales to boost their business. The email came from Network Solutions, a company that registers domain names for web sites. They also have an e-commerce department and offer lots web-related services.
The email provided a link to their web site where I downloaded information about how to improve online holiday sales. I had to “sign up” to get the information, but that just took a minute.
Seven steps are recommended to get your online business ready for holiday shopping:
- Update your inventory.
- Make it easy for customers to shop.
- Enhance your site with holiday designs.
- Make potential buyers comfortable about your business.
- Provide specific delivery lead times.
- Use pay for click advertising to drive traffic to your site.
- Use holiday specials to convert shoppers to buyers.
I suggest that you read the full article for great suggestions about how to proceed with each of these ideas.
Also, don’t forget about holiday promotions for Fall. As I mentioned in an earlier post, Halloween celebrations are growing in popularity and there are lots of fun ways that you can promote your gift basket business. Thanksgiving offers another way to promote gift basket sales. Families who plan on having lots of visitors for Thanksgiving are sure to appreciate a basket full of snacks and candies for their guests to enjoy.
October 15th, 2007
Are you getting ready to send a gift basket to a young adult? Well don’t put coffee in that basket! According to the National Coffee Association, “only 37% of young adults between 18 to 24 drink coffee, compared with 60% for those between 40 and 59 and 74% for Americans over 60.” Full Story.
Keeping abreast of these types of trends will help you create baskets for your customers that really match their preferences and tastes. And this of course, will keep them as loyal customers.
If you want to include beverages in your baskets, there is a variety of delicious products on the market. Coffee is still favored by older adults and there are many flavored coffees that will add a touch of class to your baskets. Cappuccino and cocoa are extremely popular, especially in cold weather months and for the holidays.
And statistics indicate that tea consumption in the United States is growing by leaps and bounds. “Health conscious consumers are choosing tea for its medicinal benefits”. (Full story.) Fragrant, hot teas are a lovely addition to a basket full of savory jams and crunchy crackers. You can choose from traditional flavors to more fruity, exotic blends.
If you haven’t tried chai, this combination of rich tea, milk, sweetener and spice will be a interesting new addition to your baskets. Your customers will appreciate something new!
Keep abreast of gourmet food trends by reading trade magazines such as Specialty Foods and Gourmet Retailer. Your baskets will be a “gourmet delight”!
October 11th, 2007
There was a story posted on IndyStar.com that made me think about how we, as business owners, can deal with factors that affect our businesses, but over which we have no control. Street construction in front of a strip mall in a small town in Indiana will impede access to the stores in that mall. While the store owners recognize the future advantages of this construction project (better roads and improved traffic flow to the mall), they are concerned about the immediate effects through this holiday season. Full Story.
Basically, the store owners have to grin and bear it. But there are some things that we can do to be prepared in these types of situations to encourage customers to continue to shop with you even though they may have trouble getting to your store.
- On-line shopping. This is when a web site really has it’s advantages. If you have even a simple web site, customers can still make their purchases.
- If you don’t have a web site, consider designing a flyer to mail to customers that includes photos of some of your baskets. Include descriptions of the products used in each basket, pricing information, etc. Offer a special discount or price if customers call in their order.
- Send an email to your customers announcing a special sale (in this case a pre-construction sale). If you don’t have access to email, send a letter. Or make personal phone calls to your best customers.
October 9th, 2007
How do you describe your business to potential new customers? Arthur Germain from Communication Strategy Group suggests that “the best way to tell a business prospect about your company is through a solid description and memorable stories about the products and services you provide”. Full Story.
Germain recommends the following strategy. After each point, I will add examples of how I would describe my business, Apex Gift Foods.
- Make an effort to describe your business in one sentence. Make this sentence simple and straightforward. Don’t use “lingo” that will confuse others; just say what you do! (Apex Gift Foods is a wholesaler selling gourmet gift food components and packaging supplies to retail gift basket businesses and retail florists.)
- Describe your typical customer. Who are you trying to reach? (Apex serves small, home based businesses as well as larger businesses with stores and possibly multiple locations.)
- Explain the products and services your company provides. Here is where you can give some details, but be careful to speak plainly. (Apex Gift Foods sells moderately priced, shelf stable gourmet food components for use in gift baskets or that can be sold “over the counter”. In addition, Apex sells all of the supplies needed to assemble a gift basket including containers, fillers, wraps, tools, and enhancements for decorating the basket. Our excellent customer service team can make product suggestions for your projects and will follow-up with all order details to ensure that you are completely satisfied. Orders are packed carefully so as to minimize damage and shipped promptly.)
- Describe the benefit your customers receive by using your company. (When you place your order with Apex Gift Foods, you can be sure that you will receive what you need in good order and in a timely fashion. If products that you ordered are temporarily out of stock, you will be notified before your order ships so that you have the opportunity to make another selection. You can take advantage of the thorough service offered by our customer service team as well as benefit from our blog to learn about news about the gift basket industry, and suggestions for building your business.)
- State what makes your company different from the competition. (Apex provides the “personal touch” to customer service. Our service team will get to know you and your business, your product preferences, and your special needs.We want to make sure that you’re entirely satisfied with every order and that we help you make your business grow by providing what you need when you need it.)
Then, (and this may be most important), tell some stories about current customers and business situations that illustrate the points listed above. According to Germain, these stories can be the most powerful tools that will convince potential customers to become loyal customers.
October 3rd, 2007
