Is your cheese case signage as effective as it could be? When you’re too busy to engage with every customer, or when your counter is understaffed, are those cards that identify your offerings working as a silent salesforce? That’s how one prominent cheesemonger thinks about his carefully crafted signs, an indication of the important job he believes they do.
“When you’re super busy, how do you keep people interested so they don’t leave the counter?” asked Ken Monteleone, owner of Fromagination in Madison, Wisconsin. On Saturdays, when a farmers’ market draws thousands to the neighborhood, the Fromagination staff can struggle to keep up. “When the market’s going on, you want those ‘silent salesmen’ as people are waiting for a monger to help them,” said Monteleone.
Independent shops take different approaches to signage, but conversations with some of the country’s top merchants reveal several practices worth sharing.
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