Tuesday, April 29, 2014

Tip #122: Update Your Ice Cream Display

La King's Confectionery, RCI 2011 Fall Regional

It’s almost summertime which means it’s nearly prime time for ice cream! Therefore, this week’s tip is to take a critical look at how you display the ice cream in your store.
As with candy merchandising, the way your ice cream is displayed can have a positive or adverse affect on sales. During our 2011 Fall Regional Conference in Houston and Galveston, Texas, members visited La King’s Confectionery. The owner, Jack King, shared that when he revamped his ice cream display to be more of a European style (similar to the way gelato is displayed), ice cream sales in his store went up. The photo above is an example of how he currently displays his ice cream.
So, if you are still hand-dipping your ice cream out of traditional, round buckets, consider a display redesign. By displaying ice cream in a more modern style and adding embellishments such as cookie crumbles or caramel swirls, your customers won’t be able to resist your delicious ice cream!
Take it a step further: Take your display a step further and offer a toppings bar nearby.  Take products that you currently offer (i.e. chocolate covered pretzels, caramel, nonpareils, etc.) and let customers create a new favorite ice cream treat!

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