Dear Joe,

Dear Joe,
I would like to develop a strong retail program for the holidays, but I’m not sure what else I can do other than retail coffee, tea, and travel mugs. Do you have any recommendations?

From,
Sally Mccutchen

Dear Sally,

Retail is a great way to grow your business around the holidays, so you are at least headed in the correct direction. Many cafes loose potential business around this time of year, because they do not promote retail sales enough. Furthermore, it is important to realize that your retail sales can encourage your guests to return for more. Offering discounts on coffee to customers who purchase a drink container is a great way to promote both coffee and retail sales. When a customer chooses one of your products as a gift, the best outcome is that the recipient will then pay a visit to your cafe, so try to orient your sales around that goal.
Your regular customers are your greatest marketers, and the holidays are the easiest time of year to take advantage of their convenience. Gift cards are a great way to build upon an existing retail program because they aren’t very difficult to create, and many new customers will begin to show up after the holidays (this will extend your holiday season). You can also bank on the fact that many gift cards will never even be used. Although it is more desirable to reel in customers with wonderful coffee and excellent service, selling an unused gift card is never a bad thing either.

Yours in coffee,

Josephius A. Graham
Stockton Graham & Co.

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You might have noticed, but we have a lot to say! We’ve received a lot of great feedback from the dedicated readers of Graham’s Gazette encouraging us to create a blog. Ask, and ye shall receive! Stockton Graham & Co.’s new blog has launched and is now available for reading at stocktongraham.wordpress.com.

With our combined experience in the specialty coffee and beverage industry, we’ve seen it all. Our blog give us more opportunities to pass along more tips, advice, coffee roasting updates, specials, discounts and trends to you, our valued customers.

We hope you’ll find our posts to be informative and valuable, but we can’t do it alone. We invite you to submit your ideas for posting to share with the fellow members of your coffee community.

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Mike Adams, Customer Care
Stockton Graham & Co.
www.stocktongraham.com