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 42 of 51

February 2014 • www.specialty-coffee.com | 43 if you're looking to add an image to a product, we more than likely have it or are working on it." Erez Toker at Vessel Drinkware says using pre-made designs in conjunction with a company logo has proved a great success for his customers, many of who simply don't have the skills (or time) to cra a grand merchandising plan or money to pay for a graphic designer. He said sales and orders are up, way up. "Most customers who buy logo product only order once or twice a year," Toker says. "Our customers utilize co- branding—who we work together on merchandising programs—order three, four, ve times a year." e bottom line is, any company in the coee industry that wants to merchandise needs to put more than a little thought into what their customer wants, not anybody else's. Or else, he says, "the retailer oen ends up brining product to table mimicking what others are doing; failing to ask the question at the end of the day whether or not this product is a viable salable retail product." SCR C V' I . 38-43 branded merch SCR0214.indd 43 2/6/2014 12:43:11 PM

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