Speciality Food October 2024

navigate your store during a particularly busy – and often rushed – time, says Will. “Creating festive- themed easy-to-navigate sections like ‘gifts for her’ or ‘stocking fillers’ simplifies shopping and is an easy merchandising win. Use chalkboard signs to easily update your messaging as and when you need to.” Making it easy for customers to find what they need is imperative, whether that be a gifting item or a more incidental seasonal purchase. “What is important is to identify clearly the Christmas items, be it food or gifts, so that they are easily found,” says Edward. “Don’t forget the all-important impulse purchase, so have plenty of spots with quick grab stocking fillers.” As well as having clear differentiation between Christmas and all-year-round products in terms of the layout of your shop, there are smaller ways but no less valuable ways you can increase both the visual strength of your festive offering and its efficiency. “It’s always good to have check lists or order forms that prompt customers,” suggests Edward. “In butchery it’s a given that turkeys are ordered in advance. This is the moment to give the customer a lead on supplementary goods, anything from other items on the Christmas dinner list, to suggestions of things they might not have considered.” Plus, be sure to bring in promotions to aid your upselling efforts. “Don’t be shy of promotions,” says Edward. “Although you can be sure of higher spend, a well chosen and costed promotion can provide opportunities to upsell.” “Effective merchandising, especially around checkout areas, canmake your store stand out and boost impulse purchases,” says Will. “Make sure your signage is clear and highlight any seasonal promotional items.” Think beyond floor space While merchandising may seem to be an easier task the more space you But thenmany consumers leave everything until the last minute. As ever, previous years provide much of the evidence for decisionmaking – and confirms the importance of a post-Christmas analysis and review in January.” “What is essential beyond anything else is planning,” says Edward. “Some of this is prompted by suppliers who require pre-orders and commitments, in particular cheese producers and wholesalers. But they are not alone. No one within the supply chain wants Christmas stock unsold in January.” Make it easy for your customers Dividing your festive section into clearly-defined segments is a smart move that will help customers specialityfoodmagazine.com 31 CHRISTMAS 2024 THE DOS AND DON’TS OF FESTIVE MERCHANDISING Two retail experts share their retail display tips DOS WILL GADSBY, GADSBY Stick to a theme to create a cohesive retail space. Consistent colours, patterns and decorations offer a more enjoyable shopping experience. Use vertical space and wall-mounted shelves to make the most of limited space - ensure products are easily accessible and visible. Create bold signage to help highlight key products. Place these popular seasonal products prominently using store focal points and POS. Lastly, don’t neglect lighting. Use warmer lighting to enhance the mood and highlight specific areas or products. String lights or spotlights can add a festive glow. CAITLYN SMITH, WBC Use clear signage and include prices so that time-pressed shoppers don’t have to waste time asking Create a sense of flow – your walkways should be spacious, allowing customers to navigate your retail space seamlessly, despite the crowds Place your most popular products at eye level and use your higher and lower shelves for less important merchandise or gift packaging Have some lovely personalised fabric bags on sale to encourage a bit of extra shopping DON’TS WILL GADSBY, GADSBY It’s important not to overcrowd your displays. Avoid cramming too many products into one display as this can detract from the festive atmosphere. Above all, don’t forget about the practicality of it all. Whilst merchandising is important, it shouldn’t interfere with your customer’s shopping experience CAITLYN SMITH, WBC Don’t leave it too late to plan your festive season retail display and gifting ideas, especially if you intend to get some of them personalised. If you start 12 to 16 weeks in advance, you’ll be properly prepared to make stellar sales Create displays that are visually overwhelming. There is such a thing as too much Make your decor more important than your products. They should be used as support acts rather than the main show Don’t let your shop get messy – it’s a sure way to put people off Christmas adds an extraordinary and exceptional dynamic to the retail year, and food shops encounter unbelievable experiences have, that’s not necessarily the case – all small-scale retailers require is to think vertical and versatile. “Even if retailers are limited in space, they can still make a big impact,” agrees Will. “We designed CrateWall specifically for those who don’t have a huge amount of space to work with. The units can be rearranged however you like. Dismantle and move around your store as and when you need to.” “Utilise your vertical space further by incorporating multifunctional fixtures like metal display stands, tiered shelves or hanging displays. Keep things looking up-to-date and fresh over the Christmas season by rotating stock regularly. Using wooden crates as risers allows you to create a tiered effect on countertops, creating the illusion of evenmore space.” Caitlyn agrees then when space is at a premium, think beyond floor space. “Take advantage of your vertical space by finding display options that can be stacked or built upwards,” she says. “Our Matlock tripod risers and Railton range are a great example and are designed to help you show off your produce without the need for additional fixtures. Give your bestsellers top priority (Christmas cakes, fine wines and bespoke chocolates) and fill the remaining space with items that are eye-catching and profitable. Plus, using trolleys and vertical freestanding shelving units gives you the option to carve out newwalkways or points of interest while optimising your floor space.” Ultimately, once your displays are attractive and functional, don’t feel you need to reinvent the wheel each and every Christmas. “Unlike other times of the year, I rarely encourage much innovation at Christmas,” concludes Edward. “It’s for many a deeply consistent time, in particular when it comes to food, with family traditions passed down through the generations. This means providing recognisable items that meet the Christmas menu list.”