Posts filed under 'Basket Enhancements'
National Pet Week will be observed the week of May 4th and this is a grand opportunity to introduce some new basket designs to your line. According to the American Pet Products Manufacturer’s Association, almost 40% of U.S. households include a dog or cat. Moreover, pet owners are mad about their pets! (That’s me with my wonderful, loyal, best friend!) “Amidst one of the worst economic downturns in decades, the pet industry continues to remain robust. Total pet spending topped $43 billion in 2008, and a 4.9 percent increase to $45.4 billion is projected for 2009, according to the American Pet Products Association.
Check out Gift Basket Business.com for resources on pet products. Create some new baskets for dogs and cats that also include a gift certificate for a local pet spa or pet day care facility. This way, you can double your marketing efforts by joining forces with these other businesses to promote “luxury” items for the family pet.
April 14th, 2009
Even though we may be trying our best to land new accounts and keep our old customers satisfied, it seems these days that customers are hesitant about buying. Sometimes, instead of trying to push the features and benefits of what we want to sell, it may be a good time to listen more closely to the reasons why customers say they’re not buying. Then, we can target our efforts in the direction of overcoming their objections.
There are many different responses that we can make to customers once we understand why they’re not buying. Although in the current economic downtown, when customers tell you that “they’re not buying anything right now”, you may nod your head in understanding. But you have to wonder: how are they staying in business? While they may not be buying as much, they’re still buying somewhere. So when customers say “no”, that’s the time to start asking questions.
One common objection you might hear is that your prices are too high. If a customer says they’re not buying your products because of this, it’s time to ask where they’re buying and what prices they pay. If they’d rather not share that information, you might ask what price points are comfortable for them. You can point out alternate items in your line that are more in their price range. Offer your designs at three different price points. You can use the same basic theme and the same container, but use different products in the basket. Or use a less expensive container but still offer the same gourmet items in that container. Enhancements, such as ribbons or flowers, are an inexpensive way to add more value to a design without drastically increasing it’s cost
But customers may not be buying your products due to other reasons, possibly related to service issues. If this is the case, your responses will be much different. Now, you need to find out what services the customer wants and decide if you can make changes in your policies to meet their needs. For example, if a customer gets free shipping from another gift basket company, you may want to consider whether your profit margin would allow for this service. If the order is large enough, the increase in volume may allow you to eat some of the shipping charges.
Maybe your web site isn’t user friendly or your customer service staff is not providing adequate information to callers. Lowering your prices will probably not increase your sales. On the one hand, this may lead you to update your site and you can ask your customer about sites that they prefer. Go to those sites and try to place an order. Pay attention to the details and see how on-line ordering can be made more efficient. If the problems are with your service representatives, then some staff re-training is in order.
Now is the time to ask some hard questions. “I’m not buying now” may not be the final answer. Use this time to find out how you can better serve your customers. While you might not turn a specific “no” into a “yes”, you’ll gain some valuable information that you can use to reach out to other customers.
March 8th, 2009
Make sure to check out details for an exceptional gift basket convention July 9 – 11 in Canton, Ohio. Sponsored by the owners of Gift Basket School, Pam and Tom Newell, this extraordinary event will include a trade show plus a multitude of daily seminars taught by well known gift basket professionals from around the country.
If you register by March 15th, your $199 registration will include a FREE 3 hour seminar on July 9th, led by Pam and Tom and Mary Anne Jacobs, one of the top designers and teachers in the industry. You will have an opportunity to see lots of “hands on examples” with an emphasis on style and design, learn many practical tips, top secrets from the experts and special packaging ideas to wow your customers. After March 15th, the registration package including the trade show, seminars, plus the 3 hour workshop on July 9th will cost you $284. So register early for tremendous savings on this fabulous event!
According to Pam and Tom, this convention is designed for retail gift basket business owners, hospital gift shop salespersons, resort gift shop managers, florists, event planners and bridal professionals. Both seasoned and new gift basket business professionals will profit from the tremendous number of educational experiences that are planned. In addition, a trade show, including vendors from across the country will provide attendees with opportunities to see the newest products and trends. Be sure to stop by the Apex Gift Foods booth to take advantage of special convention promotions.
For more information on registration, hotel accomodations, and convention activities, go to Gift Basket Professional. We look forward to seeing you at the show and learning how we can all “survive and thrive” during the 2009 gift basket season.
February 27th, 2009
The January/February issue of Specialty News Magazine includes an article entitled “Striving and Thriving in Tough Economic Times”. Based on interviews with top retailers and gourmet food suppliers, the author describes 10 strategies for “recession-proofing” your business during tough economic times. Full Story.
While I suggest that you read the full article, there are a few points that I think are worth careful consideration. First, the author suggests that we “adapt to new shopping patterns”. As our customers become more careful about their choices, this is a good time to look carefully at some numbers and facts. While you may think that a certain gourmet cookie is the best you’ve ever tasted, it is important that you analyze what is actually selling.
For example, at Apex Gift Foods, we try to add new items to our line every year in order to introduce our customers to what we consider are the best offerings in the marketplace. I’m sure this is something that you also try to do. But at the end of each holiday season, we take a careful look at what items sold best. One of the items that we’ve carried for years is Walker Shortbread cookies, a delicious, premium cookie. Although I get tired of seeing them in our catalog year after year, our sales figures indicate that this is still one of our top selling items. So when the time comes to decide what we keep in our line, Walker cookies will definitely stay. On the other hand, we’ve seen that sales of single serve Walkers cookies far out sell Walker boxed items, so while these are the same delicious cookies, the boxed cookies may be dropped from our line.
The experts also suggest that it will be important to “package and prepare creatively”. For gift basket designers, this may mean a shift from designs that have always sold well in the past. You may need to lower your price points by using fewer gourmet products but you can still enhance the value of your design with creative containers, ribbons, and other inexpensive enhancements.While you never want to compromise the quality of the products that you use, you can still offer basket designs at prices that your customers are comfortable with.
Stay in tune with your customers. Analyze what they buy (and don’t buy). Ask your best customers for suggestions about products and service. By continuing to cultivate our customer relationships, we can learn a lot about what will help our businesses survive and thrive.
January 7th, 2009
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!
December 4th, 2008
This holiday season, many people will be thinking carefully about gifts that they purchase for others. I just read an interview with author Mary Hunt, author of “Live Your Life at Half the Price” in which she gives advice for how to be thrifty this holiday season. Read the full story for her tips.
I especially like her answer to this question: How much is it appropriate to spend? As we choose gifts for family and friends, Ms. Hunt suggests that we should instead, start with this question: How much do I have to spend? This is very different than how much do I want to spend? Once we realistically determine how much we can afford, we can consider our choices with more focus and less possibilities for facing a credit crunch when the holidays are over.
In her interview, Ms. Hunt also talks about the types of gifts that we can give. She points out that many people spend the holidays at home, with families and friends. And this brings me to the topic of Hostess Gifts!
It is always thoughtful to bring a Hostess Gift when you are invited to a holiday gathering. Hostess Gifts are often items that become keepsakes; items that can be used again and again with great pleasure. And Hostess Gifts can be a perfect addition to your holiday gourmet designs.
Read “Top Ten Gift Ideas for Thoughtful Hostess Gifts” for some great ideas for Hostess Gifts that can easily be inserted in a holiday gourmet basket. Also consider beautiful Holiday Table Accessories: Ivory place mats, napkins and napkins rings, table runners and coasters decorated with rich, brocaded poinsettias. All of these suggestions are wonderful keepsakes that your customers will be proud to give to their families and friends. Your creative use of these gift items in your baskets could be the beginning of a profitable trend for your business as your customers continue to search for gifts that people can enjoy after the delicious gourmet treats have been eaten.
November 3rd, 2008
I recently made a post on my blog about using data about consumer buying habits to develop marketing strategies for your gift basket business. (Target Your Gift Basket Business to Today’s Specialty Food Consumer). Since the research showed that many consumers are buying specialty foods that they can consume at home, I suggested making baskets that include products for a “full meal”.
Much to my surprise, I read an article in the most recent issue of Rave Reviews Magazine (Volume 5, Issue 5) called “Now Serving…Meals in a Basket”. First, the article lists ideas of things you should consider when making a “Meal in a Basket”:
- Convenience Factors: “Your job as a gift basket professionals is to make life easier for your customers…and give convenience in the gifts you prepare for the recipients.” The author states that “Meal in a Basket” can do all of this by providing the food, beverage, table and ambiance”.
- Portability Factors: “There’s a tremendous freedom in getting something you know you can use anywhere.” Providing the edible and non-edible items for a complete meals makes this type of basket ready to use in any setting.
- Excitement Factors: A “Meal in a Basket” is a fun gift to receive. It is sure to delight any one with a busy schedule!
The Rave Reviews article also includes ideas for specific “Meal in a Basket” themes. Gourmet products plus containers to match the theme, and design ideas are all included in this great article.
If you are not a subscriber to Rave Reviews Magazine, I highly recommend that you subscribe now. As the only published trade magazine in the industry, I find it to be chock full of valuable ideas every month. Go to Rave Reviews for subscription information or call 888-RAVE101 and tell them that you heard about their magazine in this blog.
By the way, in the article, it is suggested that table settings be included in a “Meals in a Basket” design. Go to Apex Gift Foods to see table accessories for the holiday season that would be perfect for a holiday meal!
October 14th, 2008
I always like to see the newest issue of The Gourmet Retailer because it includes a promotional calendar that lists all the special occasions and events of the upcoming month. These “national holidays” can provide a plethora of ideas for gift basket promotions that your business can offer.
Here’s the list for November and some of my ideas for gift basket promotions:
- General Election Day is November 4th. All during the month of October, ask the customers who come into your store to vote on their favoritie cookie. Let your customers know ( by email or text message) that you’ll be sampling cookies all month. Then, on November 4th, promote a gourmet basket that uses the top three winners.
- November is Peanut Butter Lover’s month. Create a basket that includes all the peanut butter products in your line. And don’t forget the Chocolate Peanut Butter Pretzels!
- November 11th is Veterans Day. Offer a holiday discount to military families who want to send something to a loved one overseas. Check out Apex’s Treats for Troopers basket.
- Mickey Mouse’s 80th birthday is on November 18th. Design a new birthday basket for kids using Disney products.
- Thanksgiving fall on November 27th. In mid-October, start notifying your customers that you will have a variety of “Thankful” gourmet baskets that they can send to friends and family. Use email and promotional fliers to show customers your designs. Use a cornucopia basket and fill with fruit plus cookies, cakes and chocolates for a bountiful design. Don’t forget to add a beautiful bow that suggests the Fall season.
Please share your ideas for more Fall Promotions that will bring customers to your store.
September 14th, 2008
“Question: What was the hottest accessory in the United States in the past year? Jewelry? Designer handbags? Oversized sunglasses?
Answer: None of the above. It was reusable shopping bags, sales of which jumped 72 percent from May 2007 through May 2008, according to consumer and retail information company the NPD Group. The bags are at once practical, eco-friendly and trendy, and they’re as likely to be seen on the arms of shoppers in the aisles of your local supermarket as they are on celebrities.” Full Story
Go with the trend and include a reusable shopping bag in your next gift basket design. Available in trendy prints and bold, solid colors, these bags are small enough to fit into a purse or pocket.
You might even create a “Green Gift Bag” promotion featuring these bags. If you sell individual products (in addition to selling finished gift baskets), use the bags to encourage people to return to your store. If you include a reusable shopping in your design, offer customers a discount on some of the products that you sell “over the counter” when they bring their bag to your store. Or ask other merchants in your neighborhood if they’d like to include a coupon in the bag you put in your gift basket design. In return, they could promote your “Green Gift Basket” in their stores.
September 4th, 2008
“As more than 2 million U.S. couples sort out their wedding budgets–which averaged $28,732 in 2007, according to The Wedding Report Inc.–they’ll collectively be spending more than $62.8 billion this year to make the experience as memorable and personal as possible.” Full Article
Wow! So how can you create a niche for your gift basket business within this lucrative industry? Maybe it’s best to start in your own community and find out what goods and services are already being offered to brides and grooms. Over the slow summer months, visit some of these businesses in your neighborhood.
- Florists
- Restaurants
- Hotels
- Bridal Shops
- Tuxedo Rental Shops
- Hair and Nail Salons
- Bakeries
- Photographers
- Caterers
At each stop, make sure you leave information about the services that you offer and discuss how you might work cooperatively. For example, a florist who only does bouquets and reception flowers may be willing to give your name to the bride who is interested in “welcome” gift baskets for guests who are coming in from out of town. The photographer might allow you to leave one of your samples in his showroom.
Also check out your Yellow Pages for “bridal or wedding consultants”. In the past decade, the need for someone to “take care of all the details” has grown and consultants are involved in all phases of planning and organizing the wedding. Creating a good working relationship with the local wedding consultant may go a long way to helping you get involved in the wedding business.
You may also want to think about carrying some wedding items that you can include in your gourmet basket. Wine glasses for the couple’s first toast, a guest register book and plumed pen, or a wedding garter would be perfect accessories to add in your wedding gourmet designs.
August 5th, 2008
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