|
Are you scratching your head wondering why,
with all the talk about tea, your business in this category hasn't
jump-started? The industry is talking about tea, the media is talking
about tea, people are drinking tea, but at the retail level, who is
really finding success with tea? And, perhaps more importantly, success
compared to what? Coffee, water, soda? Tea is one of the most widely
consumed beverages worldwide; it is second only to water. The total
market for tea has increased substantially in the past few years,
with Americans now consuming 2.2 billion gallons of tea each year.
Pretty big numbers, yet you're quick to point out that the specialty
segment represents only a small portion of that number.
No need to
fret - the specialty segment is viable, growing segment of the overall
tea industry and perhaps the one with the most opportunity for success
since it is expected to show double-digit growth in the near future.
One positive result of the increase in specialty
tea consumption is the changing demographics of tea drinkers. Whereas
tea was once reserved for ladies at bridge parties or for medicinal
use, U.S. consumers today are quenching their thirst with a growing
number of tea concoctions throughout the day. But as the market for
tea becomes broader, retailers are expecting stellar performance from
the category. Consequently, the tea business is under great scrutiny
as retailers continually examine how to make it perform profitably
in their product mix.
If you follow one simple rule - "Don't try to
be all things to all people," you won't need to struggle with your
tea business. Success in the specialty tea business rests upon matching
the right demographics with the right products. Retailers on the West
Coast might be fulfilling their customers' needs with novelty drinks,
but if your business is located on the East Coast, perhaps you should
offer something a bit more traditional than a frozen chai beverage
souped up with an espresso shot.
It's simply a matter of knowing who
the specialty tea customers are and what they want in their tea selection.
As a retailer, you must be aware of your environment: who comes into
the store, who passes by the store, what they drink, and when they
drink it. It makes no sense to force-feed a tea program to an unreceptive
consumer base, no matter how wonderful you feel your tea choices are.
To find out what your customers really want, limit your tea inventory
to around seven. Sample them and give each tea a few weeks to perform.
If one doesn't work, move on to another. Some of your initial choices
will most likely be wrong, but don't let that deter you from finding
teas your customers will really enjoy.
To help hone your tea offerings,
learn about tea from your customers. Allow them to explain to you
what it is they like or don't like about a specific tea. Then record
their responses, including the day they tasted a specific tea as well
as a description of that day: Was it raining outside? What was the
temperature? What about the activity in the store at the time the
customer tasted the tea? Was it crowded or quiet? Continue to make
these notations every day and soon you will be able to determine which
teas sell during which times of the day. For instance, a ginger green
tea may be popular when it's raining outside, or a Lap sang Souchong
might be the most popular choice for the after-dinner or theater crowd.
Knowing what your customers drink and when they drink it can help
your staff develop suggestive selling techniques and will enhance
your reputation on a quality, credible tea retailer.
|
|
