Posted: 19/12/2019

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. 

Get personal

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! 

Grab attention

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.

This story appeared in the December issue of Fine Food Digest. You can read more on the digital edition here.

Read more of the latest news from Fine Food Digest here

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