Quality of product and exclusivity
It goes without saying that you need to be stocked with high-end products: condiments, side dishes, marinades, appetizers, imported meats and cheeses, beverages, breads, crackers, jams, etc. And it's best to have items in two or three different price brackets: for example a high-end store brand that's competitively priced, as well as the designer-name items with the prices to reflect that. You have to let your customers know that these products are exceptional, and if applicable, exclusive to your store. Exclusivity is important because you want your customers to think of you first when they think of caviar, or stuffed grape leaves. When people pay a lot for an item, it has to be top-shelf, so be sure to promote the best of the best.

Something to keep in mind is that when people shop for specialty foods, it's often because they are planning a special occasion. By providing top-notch items, it can add to your shoppers' excitement level, especially when you can cleverly cross-merchandise other items (maybe drink mixes, teabags, fancy cocktail toothpicks, cherries, fruit dip, etc.) with your specialty foods. You're providing convenience as well as ideas to your customers, and you are increasing your sales!

Customer service/Employee relations
Some store employees see the customer as an interruption; make sure that isn't the case in your establishment. Make sure your customers feel valued. After all, they're the whole reason you're in business! As addressed in this month's Organic Living, today's shoppers want to feel that their stores are part of the community: they want their stores to provide nutritional and culinary information to help them lead healthier - and more flavorful - lives! In a specialty shop, this is where you can shine.

Make sure your products are placed in an appealing fashion, and whenever you can, provide information on preparation. Remember, in specialty stores - or in your specialty section - people will be spending more money than they normally would, and as such, they expect great customer service. Don't be one of those establishments with unfriendly workers, just going through the motions to collect a paycheck!

This means you need to invest time and money into your employees to keep them happy, knowledgeable, and part of your team. It's always helpful if you can develop a team that believes strongly in your products. Host a party for staff to allow them to sample the higher-end items. For customers, there's nothing like hearing from a store employee how good something is. If your employees can offer serving suggestions, all the better, especially for those items that don't move as quickly.

Customers like to be involved in the process in your store too. Listen to what they have to say, what they're looking for. And when you bring a new item on board - or in the event you need to discontinue an item - explain your thought behind the decision. Keeping customers in the know makes them feel good about your store, like they're part of your community.

Overall Image of Store
You'll notice in a lot of specialty shops that the floors are natural wood, the aisles aren't too crowded, the lighting is incandescent rather than fluorescent. Whether you have an entire building to devote to specialty or only a corner, do your best to make your customers feel like they've walked into a boutique! Cater to their sensibilities here. The store - or section - needs to be impeccably clean; staff in this section might want to wear polo-style shirts, tucked in, rather than aprons. If you have a larger grocery store, and have a PA system throughout your store, disconnect the speakers closest to this area; or consider using a phone system for internal communications. Soft instrumental music might be appropriate too, depending on your store's demographics. Generally speaking, elevator music is out! Some greenery in this section would be appropriate too as long as it doesn't crowd the aisle. Additionally, this section of your store is a great place to sell cookware, if you carry it. If you don't carry it, try to decorate a bit with some pots, to make your store feel less commercial and more personal.

Think about special services. Depending on your resources, you might want to consider grocery delivery within a certain radius of your store. If you are not able to offer delivery, maybe you can let your patrons know that they can call in their orders so that their food is ready for pick-up when they're driving home from work.

By conjuring a fresh, clean, helpful image in your customers' minds, you will undoubtedly see your sales soar.

Media
There's so much that can be done here, even if your budget is tight. Your media program needs to take place within your establishment, as well as outside.

Inside the store, make sure there are plenty of printed reminders that you're available to help, you've got great prices and exclusive items. Along these lines, consider an in-house newsletter - not a coupon-driven circular - but rather an informative piece about the items in your specialty section. In your newsletter, spotlight an item, give its history, origins, uses; offer a recipe or two; if it's near a holiday that involves a lot of cooking, provide shopping list recommendations and a timeline for when to buy and prepare certain items.

Outside the store, do your best to keep a presence in the papers and on the radio. To promote your specialty items, consider sponsoring local public radio programs. Your store name will be announced at the end of the segment. People in higher income brackets and those with expanded food preferences listen to public radio so they'll hear your sponsorship, and will be more likely to visit your store. They'll appreciate that you sponsor a program they listen to!

You need to have a web page, too. Many people consider this a daunting task, especially if they haven't set up a page yet. There is definitely a learning curve, but there are many free web templates, complete with check-out capabilities, available online (use a search engine to find one that works for your store). Remember that specialty customers are computer savvy! On your web page, list the items you have on sale; offer web-based coupons to help track how well the page is received; provide recipes; history of your products; staff recommendations...anything really! Be creative!

To offset the cost of your website, many of your vendors would probably love to advertise on your page, either in the form of a display ad or advertorial stories.

If you can, you may want to provide mail order service through your web page. This is really great for people who don't get to visit your region often, but are fond of a food item found only in your area.

A website is a great forum for providing health and nutrition information; a schedule of food demonstrations, classes, and so forth that your store might be holding. Be sure your page is easy to use and intuitive.

To help promote your web page, be sure to place the web address on your receipts, on your bags and on signs in the store. Have a sign-up sheet in the store for customers' email addresses, so you can send them exclusive deals.

With so many specialty products from which to choose, and the fact that more people are eating gourmet at home, this is a perfect time to develop and/or expand on your specialty program. For more information on specialty products, feel free to call your Haddon House sales representative or the Haddon House customer service department.

Photo by Gwen Hauser.