Counter Culture: Best Practices for Cheese Signage
July 16, 2024 | 1 min to read
The effectiveness of cheese case signage is vital, especially during busy times, as emphasized by Ken Monteleone, owner of Fromagination in Madison, Wisconsin. He views these signs as essential “silent salesmen” that engage customers while staff is occupied. During peak hours, particularly on bustling market days, well-crafted signage helps maintain interest and encourages sales. This highlights a common challenge faced by independent shops and their various approaches to effective customer engagement through signage.
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.
To read the rest of the story, please go to: Specialty Food Association