Just a quick post to wish all my readers a very happy holiday season.
I will be on vacation through the end of December, but will start posting again in January, 2009.
Best wishes for a healthy and joyous New Year full of laughter and good will.
Add comment December 22nd, 2008
In the October issue of Gourmet Retailer Magazine, Maggie Bayless wrote an article about how customer satisfaction is measured when they shop at Zingermans (a retail, gourmet food store). Read the full story to learn how their system works.
Basically, the system includes a survey technique which asks customers “how likely is it that you would recommend our company to friends or colleagues?”. The premise is that the “promoters”, those customers who would highly recommend that business to others, are a great source of information about what is being done well and what could be done to make the shopping experience even better. According to the author, we can be asking these customers lots of questions about how we can improve our businesses.
This led me to think that oftentimes, especially when we are very busy, or very concerned about problems with our businesses, we forget to acknowledge this very important part of our customer base. These are the customers to whom we need to pay attention!
During this holiday season, no matter how busy (or stressed) you may be, take a moment to contact your “promoters” and thank them for their continued business and support. This might be done in the form of a phone call, an email, or a holiday greeting card. You might also include a “thank you coupon”, offering a special promotion to be used after the holiday season.
Encourage your staff to make an extra effort this holiday to thank your “promoters”. These regular customers love to be treated like family, but also will appreciate your special recognition. And they will continue to be your best “promoters”!
Add comment December 16th, 2008
Even in these tough economic times, it is critical for gift basket business owners to continue to look at how they can attract new customers and increase sales. As we look at ways to cut costs, we still need to make a commitment to growth. An important part of this process requires that you learn about new products and trends in the marketplace.
During the month of January, there are gourmet food trade shows scheduled all over the country. At the end of this post, I’ve included a list of the biggest shows and links for more information. This year, we may have to adjust our attendance at these shows.
Consider traveling to a show that is closer to your business, thereby cutting down on travel expenses.
If you can’t travel or intend to spend fewer days at a trade show, take advantage of the “Show Preview” issues of industry trade magazines. These offer extensive coverage of new products. Contact vendors to request samples of items you see in these magazines. Ask manufacturers if they have sales representation in your town, then ask for a visit from a sales person who can bring samples to you.
Gourmet Retailer Magazine and Specialty Foods Magazine offer on-line versions of their magazines as well as free-newsletters that will keep you informed of what’s new at the trade shows.
Keep up with your industry! In this way, you can make sure that your business offerings are current and fresh even in these difficult economic times.
Industry Gourmet Food Trade Shows:
Add comment December 9th, 2008
As consumers tighten their belts this holiday season, it’s important that you pay attention to what you offer so that you will still attract customers. In an article in Gourmet Retailer’s on-line magazine, the author suggests that “Retailers need to recognize, empathize and quickly react to consumers’ need to budget their holiday gift and entertainment dollar”.
Take a look at the baskets that you were planning to offer this holiday season. While numbers from prior years may tell you that customers generally spent $75 on baskets, you may want to offer a $50 basket this year for those clients who are trying to work within a budget. Is there a way that you can “trim down” and find a more appealing price point? If you eliminate one or two products, or substitute a very expensive item with something less costly, you may be able to offer baskets that fit more into your customer’s budgets. On the other hand, it’s important to choose carefully and not eliminate products that will compromise the quality of the baskets that you design.
If you don’t want to change the products that you use in your designs, think about changing the container. Many inexpensive baskets can be turned into glitzy holiday containers with some gold metallic spray paint. Add a gorgeous bow and your design can look like a million bucks!
Add comment December 4th, 2008
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