Displays that pay
Pep-up your shelves with the Guild of Fine Food’s resident merchandising queen Jilly Sitch
We communicate our on-brand message online, through word-of-mouth and even on staff uniforms – but the signage (from blackboards to leaflets and counter notes) in your bricks-and-mortar shop should be a big part of this, too.
Think inside the box
Hampers and cheese boxes are a staple offering (especially at this time of year), so why not use them to promote in-store events? I love this idea of placing cheese tasting notes in cheese boxes from Culver & Nelson [pictured]. It’s the type of thing a customer would keep and they’ll remember to come back the next time they want a piece of that delicious Lincolnshire Poacher they bought from you before.
Small retailers can offer customers personality where the multiples can’t, and signage can play a big part. Your cheese counter is a prime spot in store for this. Place small placards in the counter with staff recommendations of cheeses they are loving that month – you could even turn it into a training exercise!
A-boards are very useful to promote what you’re doing in store, but why not be a bit more fun? A pun, rhyme or funny joke will grab the attention of passers-by. Even something as brazen as ‘Do you know we stock the best cheddars in the country?’ Just make it short, punchy – and not too political.
Everywhere is an opportunity
From a small corridor to the back of a toilet cubicle door, everywhere is an opportunity to promote what you’re offering. Some EPOS systems even allow you to print a message at the bottom of a receipt – ideal for pushing those last minute Christmas orders.
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