Part 2: How to build customer enthusiasm
Eating is an essential need. Taste marketing understands this and uses it well.
Over the past years, companies have been using trendy tastes and flavours, reflecting globalisation...flavours from around the world travel and we are seeing new taste trends appear: coconut milk, curry, nori seaweed for sushi, etc.
Suppliers introduce their products for sale by proposing tastings or by playing with product presentation.
What taste experiences should you provide to your customers?
29. Handing out small portions will stimulate consumer tastebuds. This is particularly effective in food shops and at trade shows (Salon du Chocolat, Salon de l’alimentation, etc.). You create a generous image of your brand and, at the same time, encourage customers to buy a larger portion of what they have just tasted.
“In Belgium, the renowned chocolatier Laurent Gerbaud relies on tastings of his products to provide an extraordinary experience to his customers. By comparing his high-end chocolates to a range of different chocolates, Mr Gerbaud provides consumers with an opportunity to acknowledge his competitive advantages”, EuroMarketing
30. Negotiate partnerships with other shops or other brands to promote your products. For example, in the Mauboussin boutique on the Champs Elysées, jewellery is highlighted with a chocolate fondue available to everyone. Sweets are sometimes offered at the tills of the fragrance section...Taste marketing can take different forms and these efforts are often rewarded because customers appreciate them.
31. Offer customers a hot or cold drink, notably to visitors in the waiting areas. One example is the samovar in all Nature & Découvertes shops.
32. Highlight food products without their packaging. This will help to promote them and make customers want to consume them.
33. Arouse your customers tastebuds, even if you don’t sell food products. For example, the Lush shop in London has implemented this approach by presenting care products like food: sushi, toffee apples, pastries, etc., a real trompe l'œil!
Magasin Lush - Photo : Missions-MMM
34. Inject a sense of urgency by suggesting that customers come and discover products sold at a low price depending on the time of day, thanks to mini collections or fun activities. For example, the restaurant owner Fernand Obb invited his customers to take part in a hunt for discount vouchers and free products in Brussels’ parks. ...Consumers will be afraid to miss a temporary offer or a good deal.
35. Vary the tastes highlighted in your shop by season.
- For Valentine’s Day, the trend should be sweets and herbal teas.
- Doughnuts and exotic foods are popular at Carnival.
- New vegetables and exotic fruit are a given for Easter.
- Wine and hot chocolate will entice customers during the year-end holidays.
36. Rethink the taste experience by getting off the beaten path. Among other things, pastry chef Cédric Grolet revisits the classics via a trompe l'œil fruit and cake collection.
Discover Cédric Grolet’s pastries on his Instagram account.
