The second in my new series of articles written for the Fine Food Digest magazine. It’ll be of interest if you have ever wondered how to choose the right products for your store or restaurant from the ever-growing list of choices available to you. Perhaps particularly pertinent if you are smarting from the recent Telegraph article ‘5000 jams you don’t need…’! Ouch!
But let me know…How do you choose the best products for your brand? What’s your experience of curating your space and stock lines?
I’m often asked by independent food retailers how many jam/ crisp/ cracker suppliers is too many. The simple answer is that two is too many if you are short on space and are convinced that the jam/ crisp/ cracker supplier you have chosen to sell is the best jam maker around.
However, many outlets will find it hard to resist the sales techniques of producers who come onto the scene after that initial range has been selected. The danger is that you dilute the impact of your stock overall and end up with 4 or 5 different makes of strawberry jam, for instance.
Customers will then struggle to make a decision between any of them – the paralysis of choice is a very real phenomenon. We tend to decide not to bother rather than make a decision between too many things. If you have the space to display 2 or more brands then go with a maximum of 3 brands, adopting a Good, Better, Best approach, with their pricing reflecting their grading. This gives customers choice and a reason to buy each of the brands.
If you are more limited on space, having just one brand is perfectly fine. In putting that brand forward for your customers to buy, you are effectively recommending it. Your loyal customers will trust your opinion, and follow your advice on the selection, so no need for further products that will only dilute the volumes and undermine your reputation as an expert.
All the products you sell should make you proud and earn their place in your store by amplifying your own brand and reputation. You’ve gone to the trouble to review all the available options and have decided to run with this particular brand over others, so if the recipe changes or the packaging no longer works in your spaces, do reserve the right to change products and move to an alternative that now fits your specification more closely
Need more guidance or a workshop for your team? Please get in touch judy.roberts@rightproductrightplace.co.uk, http://www.rightproductrightplace.co.uk
Want to read more? – here’s a link to the whole magazine. I’m on Page62!
Right Product Right Place 