Café and Coffee Shop Visual Merchandising

“… customers eat with

their eyes ”

Visual Merchandising

Supports sales

Communicates with Customers

Supports Selling by:

Communicating the latest trends

Assisting the customer in making a buying decision, and

Creating an welcoming environment

Visual Merchandising Is:

• More than “making pretty”. It is about making sales.

• Covers EVERYTHING a consumer sees

◦ Café layout

◦ Product [or lack of it]

◦ Staff – uniforms and attitude (which always comes out in behavior)

◦ Point of Sale

◦ To queue or not to queue

◦ Price tickets

◦ Product Highlighters

◦ Offers

◦ Availability of seating – cleanliness of tables, bars…

Sensory Merchandising Is:

The presentation of merchandise within a retail environment that stimulates all five senses –sight, touch, sound, smell, taste – to encourage curiosity, wonder, excitement and confidence for long-term loyalty and increased sales

The key to repeat customers! If your coffee is inconsistent, your muffins or food stale or aged –you’ll LOSE customers.

Customers CRAVE consistency. Consistently GOOD!

INITIAL IMPACT OF THE VISUAL

83%Sight

11% Hearing

3.5% Smell

1.5% Touch

1% Taste

Great visual merchandising sells

products.

Easy to understand, accessible

displays, attractive, persuasive

point of sale and clear pricing

at every customer decision

point (not just at the POS) will

increase profits.

See It, Like It,

Buy It

First Impressions are

formed FAST!

Customers vividly

remember the worst impression, not the best

impression….

And then they do this

The CAFÉ Rule

Clean – ensure the display

cabinet is spotless and clean at

all times, not just the start of the

day.

Abundant – ensure the

cabinet remains full and

abundant of product

throughout the day.

Fresh – all food must be

fresh daily.

Exciting – create a visually

exciting display through the use

of coloured ingredients &

merchandising techniques

Bring the Customer Centre Stage

Adding a local twist (or

three) can make all the

difference to making

the consumer feel that

the café has been

designed thoughtfully

just for them…

It then becomes “their

café”

Get the Customer Journey Right

Understanding how

customers interact with

you is key. From what

they see when they first

approach through to

how they move

throughout the space.

What they see at any

given point will drive

the decisions they

make.

Showcase your baristas’ skills: all

the care and attention that

goes into preparing the perfect

cup. This is key to educating

the customer about specialty

coffee. Every point in the

customer journey should be

focused on spotlighting the

barista and the theatre of

making coffee.

The Café is a

Stage

Customers can sometimes feel

paralysed by too much choice,

so using ticketing and graphics

to tell a visual story can help

them navigate the options

more easily.

Say It Like You

Mean It

The way to a person’s stomach

is through their eyes.

Customers Eat

With Their Eyes

Happy customers tell their friends who tell their friends who tell their friends…

They take photos and share across social media and they also do this…

Customers know exactly what

they want from their individual

coffee moments, and the

environment needs to give it to

them.

Gather Round

The Table

Clean and clear and ready to sell!A place for everything and everything in it’s place…

Why Customers Need In-Store Signage

• Alert them as to whether they order at the counter or whether you provide table-service.

• Identify advertised lines and today’s SPECIAL

• Explain hidden benefits

• Indicate value & price

• Highlight new trends & products

• Explain difference between look-a-likes

• Remind customers to purchase

• Clarify policies

• Help customers find products

Managing Counter Displays

See the counter as a profit centre. Sell 2 – 3 items from the counter only.

Select the right products at the counter.

Train the team to sell counter products.

Do not clutter the counter.

Look past the counter.

Make somebody accountable.

Introduce housekeeping standards at checkout.

Got comments?

Let’s talk!

Website: www.thetemplargroup.com.au

Facebook:

www.facebook.com/DebraTemplarTalksShop

Twitter: @debratemplar

Pinterest: debratemplar

mobile: 0417 532383