Use Nostalgia and Novelty in Gift Baskets
While consumers are anxious to try new, unusual flavors, there is a competing surge in demand for foods and things that remind us of our past. “Although desiring the new and hankering after the old seem to be complete opposites, Datamonitor (a research marketing firm) suggests that both can be used to promote sales. Full Story
I think it’s important to add new products to your selection in order to keep your customers excited and keep them coming back for more gourmet baskets. On the other, don’t forget that customers like to see their “old favorites”.
For example, Walker’s Shortbread Cookies have been manufactured for over 100 years. The packaging and rich buttery taste is probably familiar to all cookie lovers. At Apex Gift Foods, we’ve carried Walkers Shortbread since we bought the company over 10 years ago. Yet, every year when we are considering what to include in our next Apex Gift Foods catalog, I think that it’s time to eliminate Walker’s Cookies. I tell my business partner that Walkers shortbread has “been around too long”. Then, he reminds me that Walker’s shortbread fingers and rounds are two of our top selling items all year round!
Keep your eyes open for new products in the market place. Pay attention to consumer preferences and food trends. But don’t forget about the “old favorites” that your customers love and look forward to receiving when they are lucky enough to get one of your gourmet baskets.
Add comment December 21st, 2007