Artisan Essentials 2025

ARTISAN ESSENTIALS specialityfoodmagazine.com 23 to level-up their shopping basket. “Offer personalised hampers, corporate gifting, or bespoke product selections,” suggests Matt. Mistakes to avoid Meanwhile, there are plenty of errors that can get in the way of inspiring your customers to spend more. Just as great communication can be an invaluable selling tool, poor signposting can spell the end of a potential sale. “If customers don’t understand the value or use of a product, they won’t buy it,” says Matt. “Clear labelling, pairing suggestions, and staff recommendations are essential” – as is the justification for higher price points. Fine food retailers aren’t in the business of profiteering, but it can seem that way if your prices are miles above those of other outlets with no justification. There’s a simple fix, says Matt: “use storytelling tasting and displays to reinforce the craftsmanship and sourcing,” he advises. The building blocks of your store can also play a large role in upping basket spend. We’ve all witnessed abandoned baskets and sympathised with the frustrated shoppers who left their wares rather than face an excessively long wait at the till, so do what you can to minimise this risk. Convenience is key, even in a fine food shop: “If checkout is slow, packaging isn’t suited to gifting, or store navigation is unclear, shoppers will limit their basket size,” says Matt. Add till points and staff to shorten queues and wait times, but be sure to offer impulse treats such as confectionery and locally-sourced low-value items such as biscuits and flowers to tempt customers as they near the till. the price,” says Matt. “Why? Because shoppers are seeking authenticity, provenance, and a unique story behind what they buy. This mirrors what we see in IND!E Pop-Ups across the country – whether in fine food retailers, farm shops, or department stores. When customers discover something they can’t get elsewhere, they’re willing to spend more. It’s not about price – it’s about exclusivity, experience, and emotional connection, and that’s where independent retailers have a huge edge over the multiples.” With personalisation a key retail trend – and everyone from small producers to Coca Cola getting in on the action – it can be a surefire way to engage customers and inspire them WHEN CUSTOMERS DISCOVER SOMETHING THEY CAN’T GET ELSEWHERE, THEY’REWILLING TO SPENDMORE. IT’S NOT ABOUT PRICE – IT’S ABOUT EXCLUSIVITY, EXPERIENCE, AND EMOTIONAL CONNECTION, AND THAT’SWHERE INDEPENDENT RETAILERS HAVE A HUGE EDGE OVER THE MULTIPLES QUICK WINS Matt Hopkins, founder of IND!E, shares his basket- boosting tips 1 CURATED BUNDLES & UPSELLS Encourage multi-buy deals on complementary products (e.g., a cheese selection with chutney and crackers) 2 TASTING-LED SALES Customers are far more likely to buy when they’ve sampled. Weekend tasting stations, food pairings, and ‘try before you buy’ options help convert interest into purchases 3 STRATEGIC PRODUCT PLACEMENT Position higher- margin impulse buys near checkout areas and use signage to encourage last- minute additions 4 SEASONAL & LIMITED- EDITION OFFERINGS FOMO (fear of missing out) drives purchasing decisions. Use small-batch, seasonal, or exclusive products to encourage urgency