Company News
Food for Thought: Telling the Stories of Your Favorite Products
by webmaster — May 27, 2010
Whether it’s a brand new offering or a long-time customer favorite, chances are there is a story behind it to tell. Product storytelling is one of the easiest and most effective ways to enhance the customer experience and build brand equity. Consider exploring the following inquiries as a way to uncover the stories behind products in your stores:
1. Where does the project originate, and why is it a benefit to the customer?
Be as specific as possible. An item that’s imported is often regarded as a specialty product, rare offering or exclusive one-of-a-kind find, which can help justify the higher price point. Local products are just as enticing as those that come from across the globe. 
Customers seek out the unparalleled freshness and nutritional benefits that local foods can offer, and value the opportunity to support their community while making environmentally friendly purchasing decisions.
2. How can this product be enjoyed?
What are some helpful tips on how to prep, cook and serve the product? What foods, condiments or wines would complement it? Can the product be enjoyed in a salad, sandwich or dip, or can it be enjoyed as a quick and easy snack or side dish? Get creative and give a detailed description. Cross-merchandise the items you’re recommending, or provide customers with recipe cards or shopping lists for added convenience.
3. What makes this product so unique?
Say why this item is not to be missed! Is it made by a family-owned business? How is it produced? Why do you love it? Use sensory language and attractive, eye-catching signage and merchandising displays to entice customers into discovering a new favorite, or to reaffirm the greatness of the products they already love!
From in-store signage to product packaging, stories are everywhere. What are the best product stories you’ve come across? How do your favorite retailers tell their stories?
Filed Under: Company News
