Helene Genter Frayssinet, a specialist in visual merchandising and retail scenography, was in charge of the Epicerie de Gourmet during the last edition of Gourmet Selection. An opportunity to ask her about the secrets of a successful fine food store layout in an exclusive interview.
helene-genter-merchandising content

How can the implementation of a merchandising strategy could have a particular impact on the world of fine food ?

The application of a marketing strategy has become an increasingly important concept, whatever the sector, because the industry is becoming more professional. This notion of aesthetics is perhaps more developed in Paris or other urban areas. But as the gastronomy and fine food sector becomes more and more professional, all economic sectors and all small retailers are now involved.

Fine food or gourmet stores need to organise a clear and precise offer with a strong visual identity. In fact, this is one of the fundamentals of the fine food offer: even if it is necessary to vary the presentation methods, the offer must always be clear for the customer.

 

How do you see the main trends in merchandising today?

Each company will define its own concept. Fine food stores may opt for a top-of-the-range offer, which will be reflected in their visual identity. But it can also work on bulk sales, on quantity for products perceived as less expensive. There are also all kinds of thematic displays. This is a very good message to get across to customers so that they are attracted. A theme can be organised according to seasonality through a dedicated space, which can be a table, a wall or a showcase.

 

How should products be classified?

There are three types of purchase that determine the way in which products are presented: the impulse purchase, which is a kind of ‘’impulse‘’ purchase; the ‘’ thinking about it‘’ purchase, which is generally more expensive and may require the intervention of an advisor; and finally, the ‘’ intended destination‘’ purchase, i.e. a product that is bought on a regular basis. Their presentation will therefore differ from one impulse to another.

Can you tell us a ‘golden rule of merchandising’?

I mentioned at the beginning of our interview the importance of organising the product range to make it clear and readable for the customer. This is the golden rule of merchandising. To this I would add the need for customers to be able to walk past all the products, to stimulate their feelings and desires. Product turnover, the highlighting of specific brands or products, and temporary areas are all strong points that enhance the customer experience. And keep them coming back again.

Fortwenger
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