But a crucial component is missing which not only annoys me every time I go there but also would help them sell even more:
I love good bread, therefore I buy a lot of it at your bakery. I also love to know what's in the bread - after all, it's the ingredients that determine which bread(s) I buy.
Unfortunately there is no information in your stores or on your website about this. So I have to ask the shop assistant every time. They don't always know what's in the various breads, it takes time to ask and (perhaps) get answers, and this just makes the queue behind me even longer.
Thus, I often don't ask - I hate to waste the other customers' time - and the result is that I sometimes come home with a 'wrong' bread because I've just chosen the nearest one. This is a great annoyance. Most likely I'm not the only one who's experiencing this.
So here's a few ideas on how to solve that issue, using your greatest asset and your two primary customer touch points:
- Talk about the bread on your website - tell us about them, what's in them, why, and what makes each of them special. You'll delight your customers, and you'll also create more interest.
- Same thing goes for your stores. Use them to tell us about what you're selling. Don't put up tiny little signs at each type of bread - the customers can't see what's written anyway. But you could develop small hand-outs, like set cards, about the breads which the customers can read in the store and/or bring home. Use them as bagstuffers, too. Customers will happily put it on their fridge at home if it's handy, stylish, and interesting enough and voila - instant in-home advertising 24/7.
- You could also consider large nicely framed posters in the stores that introduces each bread. Put on the right wall in the customer area where everyone can see it, it'll not only look good, it'll make for interesting reading and passing of the time as customers wait for their turn. Need I mention, they'll be prone to buy more and be happier with their purchase.