A property, well-stocked shelves and attractive pricing. Any owner of a store knows: the way to success is not that simple. Not at all in the current retail branch.
That running a physical store anno 2019 isn’t always easy, won’t come as a surprise. The consumer doesn’t automatically choose the same address for the same product anymore, but expects shopping to be an actual experience. Offering the right shop experience enables you to build a valuable connection with your customer. Inspiring is key, shows a Dutch research from Crossmarks and Synergie, The Inspiring 40: Retail Edition (‘De Inspirerende 40: Retaileditie’). Read along to find out how to become an inspiring retailer and how CakeSupplies can support you with that.
Transition in way of thinking
The research creates an image for the retailer about what consumers find inspiring. They do this based on a sampling interval of respondents and with examples from what the respondents think are inspiring retailers. One of the conclusions? 86% of the consumers is willing to pay more for a better shop experience and 52% would be likely to tell friends sooner about a pleasant shop experience than about a purchase itself. Whoever wants to create an inspiring shop is challenged with a way of thinking in solutions rather than in products, according to the research. Don’t just sell a baking mix, sell a festive, joyful moment, is the advice.
Offering inspiration
So inspiring it is. Seems quite obvious in our case. It’s not that surprising that our products sell better with an actual cake next to it, a recipe or a piece of cake to taste. But what makes your store an inspiring one? Based on five pillars the report explains what the level of inspiration determines. Most important are Range & Assortment and Shop interior. Make sure a consumer knows exactly what to expect from your store and that the products they need can be easily found in your shop -whether it is a physical or an online shop. Once that’s taken care of, it’s time to focus on shop experience, customer contact and identity.
Extra hands needed?
Interesting points, but in the daily practice of cake decorating stores budget and staff are limited. That’s why you can count on the support of the sales, marketing and customer service team of CakeSupplies. Do you want to give your shop interior an update, but don’t you know where to start? Is it time to renew the instore material in your store? Are you organising a customer event or will you be exhibiting at a cake show? Or did you notice the sales of a particular brand or range are declining and do you want to give it an extra push? All questions we can help you with.
Marketing
Our marketing department has software for creating shelf layouts. These layouts give you a clear view of the products you are able to display on that empty meter or what a new range or brand will look like in your store. Instore signing help your customers find their way within your store. Our graphical designer is happy to help you with designing and ordering these signs and other instore material. And are you exhibiting at a show? Then we are happy to look into a special show offer, give away goodies or banners and displays to set up your stand.
Sales & customer service
Within Europe we have sales managers present who can help you with all sorts of sales and marketing related issues. Their expertise and years of experience in the branch often lead to new ideas and a valuable advice. Our customer service team also exists of experienced employees who have a lot of knowledge and experience thanks to the close customer contact they have daily. Together they speak Dutch, English, French and German, so most of our customers can easily communicate in their own language with them. Feel free to address them for the aforementioned questions. They are happy to help you get started or will get you in touch with the sales and marketing department.
Available material
There is quite some material directly available for you. You will find displays, posters, bags and other instore material in our webshop. And on our download page you have flyers and posters at your disposal to print yourself or to use one social media.
