In the days leading up to the 2024 UFG World Expo in Nashville TN, I had the privilege of spending a few days with Australian Ad fund Treasurer and newly inducted FP Hall Of Fame member Liz Luisi. We spent a few days traveling and visiting not only FP stores in the US, but a few other merchandisers, whilst discussing trends in how merchandise is used.
One key observation I made was in the Cafe market:
In a competitive market, cafes need more than just great coffee to stand out. Offering a range of merchandise can significantly elevate brand awareness and create a stronger connection with customers. Branded items like mugs, t-shirts, tote bags, and reusable cups not only provide additional revenue streams but also turn loyal customers into walking advertisements. Every time a customer uses a branded item, they showcase "their" cafe to potential new customers, enhancing visibility and recognition.
Merchandise also deepens customer loyalty, as people love to support their favourite spots and show off their unique finds. Plus, well-designed products can attract attention on social media, encouraging organic promotion through user-generated content.
By integrating high-quality, stylish merchandise into your cafe’s offerings, you create memorable experiences that keep customers coming back and spreading the word about your brand.
The best example of a well planned out merchandise strategy for a small business that I experienced is French Truck Coffee in Memphis, TN.
They have made the decision to have multiple items in smaller batches so their clients have more to choose from. Too often, merchandise strategies fail due to the selection of a limited range of merch that doesn't appeal to a wide enough audience, French Truck Coffee, not only had a wide array of merchandise, they offered in store incentives to buy it, like free drip coffee (It's an American thang, in the south) with the purchase. Tee's, Caps, Socks, Toys, Coffee cups, Beans and Tumblers were all available in multiple designs and colours.
For a non coffee drinker, I left with a sense that I'd just visited a really cool cafe, so much so, 2 weeks later, I'm sharing my thoughts!
Now just wait until you hear my thoughts on the merchandise at Graceland!
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Whether it’s embroidery for your garments, screen printing for a run of apparel, or the latest in branding technology with direct to transfer printing, Fully Promoted has you covered.
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