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STORE MARKETING CHECKLIST

ARE YOU READY TO COMPETE?

Designed to provide food retailers the ammunition to get their operations in tip-top shape! Test yourself and see how well your store fares.

During the past decade, the food industry has undergone changes in many aspects. The business has become so cutthroat that in order to remain competitive, the food retailer needs to address several aspects simultaneously. To be good in one area, simply is no guarantee to remain competitive.

Today, as never before, customers demand freshness and great taste. When foods taste great, they will be eaten regardless of their nutritional shortcoming. That does not mean that the nutritional trends do not exist. They do! As demographics shift and the population becomes older, nutrition will remain an important trend. Despite these trends, the urge for rich good tasting ice cream and chocolate bars, for example, will remain strong for any age group. We have been an "indulgence" oriented society that seeks instant gratification – there is no reason for that to change.

Further, food must have eye appeal, it must be visually perfect. The market has become limited for products that only slightly lack in appearance, though they may be adequate in taste and nutrition. In addition to eye appeal, the smell of freshly baked bakery products creates interest and appetite. Aside from appearance and aroma, food needs to create a sense of excitement, customer involvement and uniqueness. In terms of presentation, food needs to be displayed in large quantities and variety.

Other areas of retailing have also experienced change and further development. In the areas of merchandising and store design, appearance has become more important forcing retailers to become more competitive. No longer is an operator’s concern only the bottom line – a store’s exterior presentation, visibility, uniqueness, product offering and personality are all areas of consideration for today’s food retailer.

In areas of merchandising, never more flushed out techniques are being applied. The focus is on consumer behavior, shopping habits, demographics, psychological effects of color, packaging, product value and visual perception are all taken into consideration before laying out a store.

Finally, retailers have realized maximization of sales depend to a large extent on the person behind the counter. Highly trained and friendly sales staff, competent in the art of sales, product knowledge and suggestive selling techniques are no longer a company’s assets – they are a prerequisite!

The attached Marketing Checklist is designed to identify weaknesses and strengths of our retail operations. It will provide us with a better understanding of what we are doing right and where we can improve. By using a copy of this check list, we should rate at least five competitors on a scale of 1 to 5. The highest number is for best performance. We need to be objective – otherwise we need to get someone else to do the rating. When completed, we add up the score and identify our toughest competitors. Next, we identify areas that require improvements. Once the areas are identified, we start implementing – the sooner the better!

Exterior Store Design:

As you approach the store how visible is it? Any visual barriers?

Does the store front differentiate your store from other retailers?

Does the store front demand attention? Does it stop you?

Does the store front make you feel good about the business?

Is the awning, fascia sign and pole sign visible day and night?

Is the landscaping attractive?

Does the exterior presentation get customers into the store?

Sub Total: 35

 

Exterior Maintenance:

Is the store exterior clean and well maintained?

Is the awning, fascia sign and pole sign clean and well maintained?

Are the windows clean, free of clutter and unattractive signs?

Are glass doors, front door, window frames and vestibules clean?

Is the parking lot well-maintained and free of litter?

Sub Total: 25

 

Store Interior:

Does the store interior deliver what the exterior promised?

Is there a design consistency between the exterior and the interior?

Are the floor tiles appropriate for this type of business?

Are the ceiling and walls appropriate for this business?

Does the lighting in the store enhance the product?

Are the merchandising fixtures appropriate and enhance the product?

Do the product shelves and display bins enhance the product?

Do the dry cases and refrigerated cases enhance the product?

Sub Total: 40

 

Store Interior Maintenance:

Are floors/rugs clean and well maintained?

Is the ceiling clean and well maintained?

Are the walls clean, painted and free of Scotch tape?

Are the lights in working order? No burnt out light tubes?

Are glass and mirror areas clean and free of Scotch tape?

Are the garbage containers clean and emptied?

Is the cash counter clean and organized?

Are all store fixtures clean and well maintained?

Sub Total: 40

 

Product Quality, Variety and Quantity:

Does the bakery offer the right products to meet demand?

Rate the uniqueness of the product line!

Rate the product variety! Is the selection large enough?

Would customers travel to this store to purchase these products?

Does the bakery offer nutritional products?

Does the bakery sell a few upscale products?

How does the product line differentiate us from the competition?

Is there sufficient product displayed to satisfy customer demand?

Rate the product quality!

Rate the eye appeal of the product!

Does this business project a perception of product freshness?

Sub Total: 55

 

Merchandising

Does this store mass display product? Do displays create impact?

Does display make use of alternating color to create interest?

Does all packaged and bulk product on display have a label/sign and price?

Do packaged products show weights and code dates?

Does the store frequently use posters and signs to promote product?

Do signs show a benefit of the product?

Are products with highest profit margins merchandised at eye level?

Are product displays in the right place – access is easy for consumer?

Are high demand items merchandised next to high profit items?

Does the store have a product sampling program?

Does store have any demonstrations to show how product can be used and served?

Does the store promote a specific theme, event or season?

Sub Total: 60

 

Retail Personnel:

Does the staff wear clean uniforms and name tags?

Rate the staff’s general appearance!

Does staff recognize *and acknowledge customers?

Are customers asked about their opinions on products and service?

Are staff familiar with product ingredients and product knowledge?

Does staff practice suggestive selling techniques?

Are products from display cases picked up by staff with tongues or waxed paper?

Are product samples offered to customers?

Is the service quick and efficient?

Is staff friendly and thank customers for their business?

Are products appropriately packaged – without damaging product?

Are products from self serve case picked up with tongs?

Sub Total: 60

 

Maximum Score: 315

Target Score: 250 or more

Note: This survey is only one illustration how a merchandising check list can be used. This check lists assist us in measuring our performance against that of the competition - it is designed to improve store operations and become more competitive. Reference Material: The material for this article was taken from the Handbook To Bakery Retail Marketing: An Introduction To Merchandising

Seasonal Merchandising Ideas

• For the holiday season, offer variety. The holiday season is the best time to produce and effectively merchandise a large variety of baked goods such as seasonal breads, rolls, danish, sweets, coffee cakes, Christmas logs, cupcakes, fruit pies, mince meat tarts, seasonal tarts, puddings, shortbread, and colourful ice box cookies.

• Offer slices of fruitcake, icebox cookies, and gingerbread arranged on platters and over-wrapped with cellophane paper and seasonal decorations.

• Decorate a Christmas tree with cookies and decorations made from shortbread, gingerbread, and meringue. Sell the decoration separately.

• Build a gingerbread house and offer customers a chance to build their own by creating a kit that includes all the parts: ginger bread walls, roof, decorations, and the icing. Include step-by-step instructions.

• Sell small seasonal bakery baskets – filled with a variety of brownies and seasonal cookies. Wrap with colourful cellophane.

• Bakeries can earn as much as 80% of their sales from impulse purchases. All it takes is a little creativity and ingenuity, and a commitment to keeping your bakery fresh and ready for the season.

Understanding Our Customers

Do we really want to know how well we serve our customers? Do we want to know how they feel about our business? Do we actually want to know if we are accurate in our assumption that we serve our customers well? How can we help? How can we provide better service and produce a better product? Can we provide a product or service that fills a particular need and makes our customers’ lives a little easier?

In order to find out how well or badly we do, we need to ask our customers. We can obtain feedback by asking a few simple questions. The feedback format may include several multiple-choice answers plus open-end questions to allow the customer to respond freely and in more detail – we provide them with a chance to qualify the responses.

Note that customers come to the store with a specific idea and goal in mind. Among other questions ask if that idea has been satisfied. For example, questions may be similar to the ones asked below:

• When you came to this store, what product did you intend to purchase?

• Did you find the product that you were looking for?

• How long did it take you to find this product?

• What features do you like about this product?

• What other products did you purchase in this store?

• What features or benefits did you like about these products?

• What other products, you would purchase, should we carry in this store?

• What do you like about our store?

• Where can we improve?

Once the results have been analyzed, you must implement the changes. Plan those changes and implement without hesitation. Improve the store then repeat the process. Implement the feedback format again. Perhaps, in a refined manner – but most important ask your customers – then act by relentlessly improving your retail environment!