We’re always harping on about ways local independent retailers can use gifting to capture the imaginations of their customers and increase profit. We’ve written about themed hampers in the past but over the Christmas period we came across Frosts Naturally’s website, one of our customers who are well and truly flying the flag for maximising gifting opportunities by offering themed hampers.
One of the advantages of being a local retailer is that you have time to get to know your customers, their needs, their patterns and use informative approaches to offer a more focussed selection of product. Building sustainable relationships within the community shopping network fosters repeat business and customer loyalty.
We’ve established that offering hampers and gift baskets is not something to be saved for just the obvious seasonal opportunities like Christmas, Valentines and Mother’s Day. There are a myriad of opportunities throughout the year too. In fact 2012 alone is practically brimming with them. You’ll find in our ‘Cool Britannia’ and several other blogs posts, lots of interesting ideas and nifty packaging concepts that will quickly help you capitalise on this years’ festivities.
Making themed hampers gives you the perfect opportunity to tap into a story and attract brand new passing trade as well as consistent return custom. It all just takes some imagination, and when we came across Frosts, we were immediately inspired by theirs. Here are three we loved, but visit their website for more inspiration and of course if you’d like to purchase any of them, simply click on the image!
• Boys’ Night In
Boys always get left out, or maybe I’m just bias because I am one. But what a clever idea it is to give a friend or loved one a wicker hamper filled with nothing but boy stuff! I often sexist(ly) separate food into girl food and boy food so this hamper brimming with a variety of regional beer and salty nuts to go with it, has definitely got my attention. With the tournaments and games expected this year, we reckon this will sell very well indeed.
• Celebrity Chef Hamper
Home cooking is a big deal in the UK and with new series of ‘The great British bake off’ and ‘Masterchef’ and others scheduled for release in 2012, cooking creativity shows no signs of slowing down. With our designers already showing you how to put together a fantastic baking hamper using one of our oval rattan hamper basket, here Frosts take it further by dressing and merchandising a WK14 with all the products needed to turn any would be chef into the next Jamie Oliver. With ‘Treating In’ the new eating out, you’ll be on to a winner with this themed hamper.
• The Tea Caddy
The Olympics will see one of the biggest influxes of international delegates and visitors of any previous Games. Obvious clichés like ‘what do the British do? They drink tea’ is probably one best exploited this year. It doesn’t have to be all union jacks and bull dogs, although there is plenty of ready-made British themed packaging to choose from at WBC. Here Frosts have used my favourite hamper gift box the LXHC to merchandise a quintessentially British past time.
Check list for themed hampers
1. Create a diary of upcoming events, taking care to think local as well as national.
2. Research and identify food & non-food products that fit your theme and occasion
3. Merchandise a section of your store with recognisable objects, colours, and packaging.
4. Display an upcoming calendar offering customers a pre-booked hamper or gift-wrapping service.
5. Take care not to overstock on packaging, often times a generic hamper box can be accessorised to fit a variety of occasions.
The Frosts family business has been trading since 1946. In 1962 it opened its gates as a Garden Centre – one of the very first of its kind in the UK. With three other garden centres tucked under its belt, in 2008 Frosts at Woburn Sands opened a Food Hall with its own butchery section (Woburn Country Foods) alongside its Flower Shop. Both the garden centres and the landscaping company have won many awards over the years, and pride themselves on carrying on the traditional values established by its founder: quality, service and value for money. All the themed hampers mentioned above can be purchased online.