Creating In-Store Excitement
There are many reasons why gourmet retailers should run in-store promotions besides the obvious sales- building goal. In fact, some promotions are more about building brand awareness and customer relationships than incremental sales development. But detailed planning and preparation months
in advance of the promotion are typically the difference between success and failure, according to two retailers – The Cook’s Warehouse and Acorn Farm – who were kind enough to share some of their best promotions with us and tips on executing them well in-store.
“The devil is in the details and the advance planning,” Mary S. Moore, owner of the
The Cook’s Warehouse, told Gourmet Business. Kathy Magaluk, owner of Acorn Farm, concurred, adding that she often runs promotions to give customers another reason to stop in the store. “We want to generate traffic in the store and also build relationships,” she said. Turn to “Plenty of Planning = Successful Promotions” on page 22 to learn more about some of the amazing promotions and events these women business owners execute in their specialty stores.
While not initially by design, we feature yet another strong female business
owner in our retailer profile this month – Barbara Crowley of The Chocolate Shell, a small old-fashioned specialty chocolate shop nestled in the heart of the historic Connecticut coastal town of Old Lyme. A bookkeeper by trade, Crowley purchased the chocolate shop three years ago when she got wind that the owner at the time planned to either sell or shutter the store, which was a landmark
in town for nearly 32 years. Turn to “For the Love of Chocolate” on page 7 and learn how Crowley has modernized The Chocolate Shell by not only sprucing up the interior and exterior design, but also by expanding the product mix with unique specialty chocolate – with a focus on local small-batch confections – and employing social media to stay connected with customers near and far.
Creating in-store excitement – from events and promotions to carrying unique new products – is a time-consuming endeavor, but it certainly keeps customers coming back for more!
Maureen Azzato
Managing Editor, Gourmet Business
mazzato@gourmetbusiness.com
