Bakery products are a staple in the daily diet of most people. One of the unique characteristics of this category is its strategic importance and stable demand, even during economic downturns. In a highly competitive market, merchandising plays a crucial role in maintaining and increasing sales of bakery products.
Bread, rolls, pies, and filled pastries can be classified in various ways, such as by dough type, filling presence, or product category (plain, premium, sweet, or national). This diversity offers consumers a wide range of choices but also presents a challenge for producers and retailers to effectively showcase their products and attract customer attention.
One key aspect of merchandising is product display. Proper placement of bakery items in the store can significantly influence a customer’s decision to buy. Products in the same category should be displayed vertically, with mid-priced items at eye level, higher-priced items above, and budget options below. This strategy encourages customers to choose products in the middle price range.
The Power of Scent
The smell of freshly baked bread is a powerful merchandising tool. Many stores place bakeries near bread displays to attract customers with the pleasant aroma, creating an association of freshness and quality in the minds of consumers.
Display Rules
- Visual Appeal: First impressions matter. Cleanliness, orderliness, and an attractive display are essential for successful merchandising.
- Zoning: Divide the display into zones (e.g., bread, rolls, pies). This helps customers quickly find what they need.
- Expiration Dates: Keep track of expiration dates and follow the FIFO principle (first in, first out).
Temperature Control
Bakery products are sensitive to temperature. Maintain optimal conditions in refrigerated displays.
Attractive Presentation
Arrange products evenly and use informative labels to describe each item.
Cross-Merchandising
Combine bakery products with complementary items, such as placing bread next to butter or cheese.
Trends
In recent years, there has been growing demand for national bread products (croissants, cupcakes, flatbreads) and homemade baked goods.
Bakery product merchandising is a complex task requiring professional attention to detail. From proper product placement to leveraging aromas and store design, all these elements together determine the success of sales. A professional merchandiser with experience in this category can play a key role in successful merchandising strategies.
In conclusion, bakery product merchandising is both an art and a science, requiring a deep understanding of market needs and consumer behavior. Effective merchandising strategies can significantly increase sales, strengthen the brand, and create a positive image of the company in the eyes of consumers.
