Tips to sell more and better
Good communication at the point of sale is essential to achieving better trading results. Here are three things to bear in mind to convince customers.
Both bread and pastries are foodstuffs that are often bought on impulse. A confectionery shop window may inspire us to stop in the middle of the street, while the words of a good salesperson will have us buying the croissant and the pain au chocolate, as well as the loaf of bread we came in for. It is therefore essential to pay close attention to what we do at the moment of the sale.
According to the latest studies, customers today spend little time shopping for basic products, hence they want to access as quickly as possible to the most and best information. We must remember that bread is no longer bought as part of a daily routine, but rather a foodstuff bought on a whim, which is even more true in the case of pastries. We want the store to offer us a good experience and to help us to make a final decision.
How can we convince customers to buy and go away satisfied? Working on customer service and applying a few simple principles of marketing, ranging from empathy with the consumer’s habits, to personalised experiences to the presentation of the products at the point of sale. Let’s analyse these three aspects.
Understand consumer habits
According to the latest studies, 82% of buying decisions are taken at the point of sale. Customers no longer make long list or carefully plan what to buy. Up to 32% report that they go to the point of sale without having planned their purchase and, thus, communication with the seller becomes essential to choosing products. The better we understand this thinking, the better we’ll be able to sell more.
Most buying decisions are unplanned. 62% of consumers reports that they bought an article on an impulse during the purchase process and, in 16% of cases, unplanned purchases were driven by proper placement at the point of sale, in at the appropriate place and at the right time, to convince them to buy the product.
Create a personalised experience
Paradoxically, the fact of there being fewer planned purchases may lead to more visits to the store, which is positive for sellers: they have a greater number of opportunities to attract the consumer’s attention in the point of sale. If they want to make the most of them, they must know that customers now seek not only to buy, but also to enjoy the moment and be special. To feel that they are not only purchasing goods, but also having an experience.
We are no longer seeking a mere bakery, but rather a space that conveys pleasant sensations. And this leads us to in-store marketing: investment in sensory elements that attract our senses: (lighting, decoration, ambient sound, open spaces, aroma...) serves to attract attention and fosters impulse or unplanned buys, as well as creating customer loyalty. If customers like how they feel when they are in our space, they’ll return often.
Look after product presentation
This, too, has been studied: a customer’s loyalty to a certain brand may increase by 28% by enhancing a single sense correctly; by 43% if it appeal to two or three senses; and as much as 58% if 4 or 5 are stimulated simultaneously. Is it best to start with sight, hearing, smell...? People remember 5% of what they see, 2% of what they hear, 1% of what they touch and 35% of what they smell.
When it comes to selling bread and pastries, the product’s appearance is always enhanced by baking and decorating it in the store. When we bake to order, as with frozen doughs, we can often have the aroma impregnate the establishment. In turn, the seller can ensure that the bread is freshly made.
Finally, we would have visual elements, including everything from bags that let you see the product to the packaging used. It’s a good idea to have an innovative, attractive and well-lit shelf. The more display cases, the better, and, if they are accompanied by explanatory cards, better still. What about packaging? Transparent or with a window. It’s best if the product is as visible as possible so that it becomes the real star attraction.
