Putting More Into Product Displays

Coffee shop product displaysFrom a customer’s standpoint, walking through a store can be tricky on most occasions. Not only do you have other customers barreling around from aisle to aisle, you also have to navigate your way around various displays of different products. There might be a cardboard cut-out of a football player that measures up to stacks of soda bottles or a new holiday cookie laid out on a random table. At the movies, you often can’t make it inside without making your way through a maze of candy, soda and popcorn promotions.

As you know, there is a method to the display layout madness in all stores. They are there because you, the shopper, will notice them. This simple reasoning is also much more effective than most could ever even imagine. In fact, in-store displays have been shown to be more effective than price discounting in a study by OgilvyAction.

Their research, conducted with over 6,000 shoppers in the United States during the first quarter of a recent year, showed that 29 percent of those sampled purchase things they didn’t anticipate on before they entered the store. Of that 29 percent of impulse buyers, 24 percent said that they were moved to make those unexpected purchases because of a secondary display set up somewhere in the store. That’s considerably higher than product demonstrations (18 percent) and special pricing/discounting (17 percent).

This group also conducted a survey concluding that special display set-ups fueled twice the number of impulse buys of snack food in convenience stores than low price promotions.

These statistics can be helpful when applied to the café industry. In the past, we’ve stressed the need for product demos and offering specials, but this kind of data is something that cannot be ignored. In terms of allied product offerings, a display rack can be a great way to help those retail items stand out, Mighty Leaf or Two Leaves and a Bud teas, for example. Setting something up directly at the register for that impulse shopper to grab on their way out would be a nice add-on sale.

One strategy would be to have your customer’s path–from where they placed their drink order to the register–stretch along the front of your bar. Lining the area with juices, chocolate covered espresso beans, biscotti, and whole bean retail bags of coffee would give those 29% of customers the opportunity to buy more and will generate more money for your shop.

For more information about successfully running your café, call us at 800-835-5943 or email orders@stocktongraham.com.

KIND Bars: Buy 5 Get 1 Free

LIMITED TIME OFFER ON KIND BARS THROUGH APRIL 30, 2015

STG499-Kind-guy-1

In March and April, we’re following up our popular February KIND Bar promotion with a new opportunity to stock your store: Get 1 box of KIND Bars free with the purchase of 5 boxes.

Due to popular demand, we’re also extending our KIND Bar rack offer: With 3 case purchase of KIND bars, get a FREE KIND rack. $25 value (Expires March 31, 2015).

KIND Bars are made with ingredients you can see & pronounce, which is why they’re a customer favorite. Packed with energy-boosting grains, fruits and nutrients, KIND Bars have become wholesome stand-ins for a sit-down breakfast, a quick snack on the go and a healthy late night snack.

Started in 2004 with just 8 bar varieties, KIND Bars have rapidly become a serious competitor in the snack food industry. Today, KIND has 22 bars, 6 Healthy Grains snackable clusters and a multitude of new recipes in the works. The fruit-and-nut snack is the fastest-growing energy and nutrition bar in the country and can be found in 80,000 locations nationally.

All KIND Bars are made from all-natural whole nuts, fruits and whole grains. No secret ingredients and absolutely nothing artificial. Just a delicious way of getting essential nutrients like fiber, protein and antioxidants (to name a few).

Stockton Graham & Co. offers the full range of KIND Bars and snacks, including mixed cases.

 blueberry_vanilla_cashew_ KIND Fruit & Nut bars are our all natural whole nut and fruit bars that are a favorite for breakfast or on-the-go.
   peanut_butter_dark_chocolate KIND Plus bars are our all natural whole nut and fruit bars plus a nutritional boost.
 dark_chocolate_nuts_sea_salt KIND Nuts & Spices bars are made with whole nuts flavored with delicious spices and have only 5g of sugar (or less).

Offer expires April 30, 2015. Call 800 835 5943 to order today!

Using Food to Increase your Average Ticket Sales

coffee-shop-food-itemsOne of the easiest ways to increase your average ticket sales is to offer grab and go food items in your coffeeshop. When a customer is in a spending mode, they are open to paying a little bit more to get more. Having something as simple as a rack of granola bars by the register can actively increase ticket sales.

Sometimes we are afraid to ask our customers if they would like something else: a muffin, a granola bar or a cup of oatmeal. In reality, many customers see you and your staff as specialist who could suggest the perfect pairing for their latte. Spend an extra 2 seconds to make sure your customers are completely satisfied, the result could be surprising.

Offering food combos is a great way to add to your ticket sales. For example: suggesting that a customer could get their drip coffee for a dollar with the purchase of an oatmeal. Any type of promotion would work, just make sure it is clearly marketed.

It is important to keep on top of current trends, and know what your customers like. Stockton Graham & Co. offers KIND granola bars and oatmeal for purchase, but you could team up with a local bakery and offer muffins or scones. In a coffee shop where making specialty beverages is King, it is often best to offer food that doesn’t require “construction time” from your employees. This way they can focus on crafting beverages and moving on.

By having your food items properly displayed, using promos and making suggestions to your customers you could add to your ticket average. Adding just 25 cents to a ticket would increase your sales $25 per day for every 100 customers you have, or nearly $20,000 per year for the average café! So grab some granola bars, oatmeal or other fast to eat items, and start pairing them with your delicious coffee for happier customers and more profit.

Seasonal Planning For Your Coffee Shop

Sliders2While you are reading this blog, time is almost up on planning for any Valentine’s Day events your shop will be holding, even though the Christmas and New Year holidays have just passed! To properly market for an event, you should start planning well before a month in advance. This way you will get out the news with enough time for your customers to know what promotions to expect and look forward to!

First, you should sit down and plan a marketing strategy including events, emails, social media, in-store promotions, etc. Be sure to have social media posts going out every week the month before your seasonal promotion kicks in to remind your followers of what is coming. The week of the promotion, make sure you are posting pictures of customers taking advantage of the sale/discount/flavors and remind others to do so, as well! For example: if you are offering “Emerald Lattes” (Irish cream syrup flavored lattes) for half off on St. Patrick’s Day, post a picture of a fresh drink first thing on Facebook that day, then post a picture of the first customer to enjoy one on Instagram, etc.

Keep in mind for upcoming holidays to check your stock well in advance, and call your Customer Care Associate to place special orders if you are ordering a large amount of a product we may not carry in bulk year round. Also, allow time to get the product in order to avoid any mishaps causing you to not have the products you need for your event. In the St. Patrick’s Day example, if you are promoting half off “Emerald Lattes”, make sure you have more than enough Irish cream syrup for that day.

Special holidays are also a great time to check your equipment and give it a tune up. Proper and routine maintenance of equipment costs far less in the long-run than waiting to deal with the inevitable catastrophes that come along. Seasonal events are a great reminder to make sure your machines are working at their highest level, and show them a bit of love.

Call Stockton Graham & Co. at 800 835 5943 to speak with a Customer Care Associate if you need any help planning your seasonal menu, POS materials to support your holiday promotions, ordering products or have any other questions about how we can help build your business!

Also, check out this blog on seasonal trends for more ideas: Increase Sales Through Retail Coffee and Seasonal Drink Trends

Dilworth Coffee Anniversary Event

STG513-ID-DWCstickerOur sister company, Dilworth Coffee is celebrating their 25th anniversary of providing craft-roasted coffee to the Charlotte area. To celebrate this significant achievement with their customers, the four licensed stores hosted a Free Coffee Day on November 18th 2014 featuring their 25th anniversary coffee, Organic Willow Oak Estate Blend. Dilworth Coffee’s 25th anniversary coffee was roasted exclusively for the store by Stockton Graham & Co.’s team. Don Keen, founder of Dilworth Coffee, made appearances at three of the stores on the day of the event.

For the Dilworth Coffee event, a press release was sent to local media outlets, the event was promoted on social media and added to community calendars, posters were hung at the stores and “bounce-back” coupons were given out to guests. Customers across Charlotte were delightfully greeted with free cups of Dilworth Coffee on Tuesday, November 18, 2014 in celebration of the 25th anniversary of Dilworth Coffeehouse. Don Keen, the founder of Charlotte’s original and enduring coffee brand along with Thom Swain from Stockton Graham & Co. visited area locations to meet and greet customers. Some life-long Charlotteans were sure to stop and thank Don for his contributions to the coffee community. One visitor recounted her childhood memories of the intoxicating smell of roasting coffee that floated in the air in the Dilworth neighborhood. The impact of Dilworth Coffee’s commitment to excellence and customer service is as evident today as it was when the Keens first opened their café in the Dilworth neighborhood twenty-five years ago.

Reviews of the new anniversary blend were glowing; Organic Willow Oak Estate blend harkens back to the origins of Dilworth Coffee at the former home of the Keens who once lived on Willow Oak Dr. The alluring aroma of this coffee, which blends Latin and Indonesian coffees and is matched by its seamless balance of mild chocolate and spicy notes drew customers in, and will surely have them coming back for more. For a limited time, area Dilworth Coffeehouse locations are still offering a free commemorative mug with the purchase of a pound of Organic Willow Oak Estate.

With the coffee market fluctuating within the recent months, many of our customers are cutting budgets, with marketing and events being the one of the first things to go. This can be detrimental to a business that needs to be constantly promoting itself to new customers while giving regular customers a reason to come back more often. By hosting or sponsoring an event, a coffee shop strengthens relationships with their customer base and the community. It is also a great way to garner media exposure by contacting local outlets and adding the event to online community calendars.

Events are great ways to promote your stores and bring customers back again and again. Read more about how to host an event for your business:

  1. Contact Local Media Outlets: Draft a press release to send to local media outlets. Make sure to cover WHO, WHAT, WHEN and WHY in your release. This gives any reporter you reach out to all the information they will need to cover your event.
  1. Social Media: Promote your event online with social media. Tweet or Facebook in the weeks leading up to the event and post reminders on the day of the event.
  1. Flyers/Posters: Put up flyers or posters in your store to promote your event to current customers. Make sure it is clear on the poster WHERE and WHEN your event is taking place.
  1. Coupons: Create coupons designed to bring any one who attends the event back to your business. This usually includes a coupon that expires within a month after the event.

For more tips about how to create an event to build your business, call us at 800 835 5943 or browse our blog archives.

Preparing for Back to School

With the school year rapidly approaching, it’s time to start planning on how to get students/faculty members near your café to become your customers and increase sales.  One important and easy preparation for this is to make sure your store is stocked on all of the items you regularly offer!  This could also include making sure you have adequate help on the schedule for peak hours, thus keeping the flow of customers moving comfortably and reducing waiting periods that may create a bad experience for people short on time that want a quick cup for the road.

Offering student discounts is a great way to create traffic in your café. Use the student’s ID as an identifier for the discounts. The students will let their peers know about the great savings and tastes your shop has to offer!

Another helpful strategy would be to make your presence known at nearby schools, as some people may not know your cafe is close.  A couple proactive suggestions are to drop off brewed coffee at the school along with coupons, drop off branded traveler mugs that can be used as prizes for events/giveaways, offer to host PTA meetings or other after school programs and if the opportunity arises take out an ad in the year book or school paper!  Although this may increase traffic in your  café it is most important that these new visitors become repeat customers which is done with great customer service, knowledge of your product and of course preparing your product in a way that puts yours above the rest!

Real Cream Frappe Base July 2013 Promotion – Buy 4, get 1 FREE!

Stockton Graham & Co. is happy to announce an all new Torani promotion for the month of July! For the entire month, each time a customer purchases four (4) cases of any combination of Torani Real Cream or Torani Real Fruit Smoothie on a single order, they will receive a FREE case of Torani Real Cream Frappe of their choice!

Available in 4 great flavors:

• Real Cream: Offers maximum versatility, because you can make any flavor you desire with your syrups or sauces!
• Dark Chocolate: Just needs ice and espresso to deliver a rich and decadent frappe.
• Vanilla: Clean and creamy, & flavored with real vanilla extract that can balance well with espresso.
• Coffee: Has 100% Arabica coffee in it, making it more convenient to pour, blend and serve!

This great offer is only valid from July 1st -31st, so be sure to take full advantage! To place an order or to learn more about this limited offer, call our Customer Care Associates today at 800.835.5943.