bake - October 2012 - 20

business
Differenti t Differentiate your tiat top-tier top ti donuts from uts your yo competition by using ganache in place n ce of chocolate icing. h o te cing

Basics of Merchandising
Going back to basics means just that. Take a step back and look at some fundamental principles that can help you properly connect with your customers. Here are a few suggestions to get you on the right path. Think like a customer so do year-round occasions such as birthdays, anniversaries, weddings, etc. Don’t forget the Hispanic and other ethnic holidays, as well as other regional specialties. Watch the calendar for other lesser-known holidays that will create fun merchandising opportunities, like Grandparents Day and Talk Like a Pirate Day.

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Stay true to your quality

Get in front of your show cases and look at them as if you were the customer. Look not only at your product, but also at your equipment, cases, walls etc. How does your store feel? Smell? Sound? Surround your customer with the feelings that you want your products and your bakery to convey by dressing up areas with framed posters of appetizing products. This is an important part of the buying experience. Change it up Break the routine of always placing the same item in the same place. Mix things up periodically. Promote daily featured items, or items that you make only on certain days. Stay on trend Be out in front of popular trends and add them to your product offerings. For example, real chocolate items are extremely popular. Consumers view chocolate not only as upscale and decadent, but also good for you. Differentiate your top-tier donuts from your competition by using ganache in place of chocolate icing and decorating them with real chocolate curls. When you make these upscale and top-tier items, be sure to price them accordingly to stay proﬁtable. Watch the calendar Take advantage of seasonal opportunities and special occasions. The fall and winter holidays offer great opportunities; Ask your BakeMark sales person for the latest insights on trends, merchandising ideas, recipes, bakery posters, technical help, and, of course the highest quality products to beneﬁt your operation and delight your consumers.
B A KEMA R K U SA

Don’t let competitors’ prices determine your destiny. Make the highest quality products you can, and charge accordingly, especially for your signature items. Check the prices in local bakery cafes, and you will ﬁnd that people will not only pay more for quality, but they will also tell their friends about products that they love. With market commodity pricing changes, be sure to evaluate your margins and adjust retail pricing gradually and at least once a quarter to maintain your margin. Merchandise to the entire family Don’t overlook younger generations of customers; make items geared for family members of all ages. Products like cake pops or brightly topped cupcakes make special after-school treats or classroom party favors. Caramel apples appeal to kids and elicit a feeling of nostalgia for mom and dad. Not to mention, items like these will add color and excitement to your display.

20 < OCT 2012 | bakemag.com

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bake - October 2012

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