Specialty Coffee Retailer

Specialty Coffee Retailer February 2014

Specialty Coffee Retailer is a publication for owners, managers and employees of retail outlets that sell specialty coffee. Its scope includes best sales practices, supplies, business trends and anything else to assist the small coffee retailer.

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Page 40 of 51

February 2014 • www.specialty-coffee.com | 41 Keeping things new and interesting, turning a hand carved kuksa cup from a remote Scandinavian country to compliment a new coee blend, into a hit promotion for their Italian- inspired brand. "We came out with this holiday blend bag that focused on the Sami people of Lapland which is a group of people in Scandinavia. We wanted a dierent way to promote the coee. So we decided to look into the coee and we found that they use kuksa cups," McLoughlin says. Cae Vita entered anyone who purchased a 12oz bag of the Holiday Blend and a lucky 11 people got one of the hand carved birch wood cups sourced from Scandinavia. He said that while they love their Italian inspiration, sometimes bucking their own motif is necessary. "We've sculpted an image over the past 20 years for ourselves," McLoughlin says. "We're proud of that image and we stick with that as closely as possible, but not staying stagnant." KEEPING THINGS FRESH Stores should vary whatever merchandise they carry. An exciting unique item isn't always necessary. With the ease of small-run printing and co-branding merchandise, there's simply no reason not to change things up once in a while. Erez Toker of Vessel Drinkware spends a lot of time working with coee shops to create a protable and attractive merchandising plan. New products, promotions like Caee Vita's mug contest and varied items, Toker says, keep people on their toes. "Merchandise in retailers is very much like the streets closest to your house that you drive every day, that you become so familiar with that you forget their names," Toker says, explaining the need for fresh items. "Customers that walk in the store every day glaze over the retail merchandise sections if it doesn't change frequently. It's just the way your brain works, if there's nothing calling out attention, you'll just glaze over and just walk by." New products also give those strong customers one more way to show their support of the shop, the brand and the people that serve them coee every day. And for those regulars who already have a shirt or a mug, Martin put it simply. L R' . 38-43 branded merch SCR0214.indd 41 2/6/2014 12:40:52 PM

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