2006 Best Merchandising Ideas: Specialty Tea

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On any given day, over 127 million Americans drink tea — a number steadily on the rise thanks to the growing number of beverages prepared using specialty tea, as well as the inherent healthful benefits of this ancient beverage. With all the signs pointing towards continued growth, it is imperative that retailers broaden their knowledge and understanding of the world of tea. Savvy retailers can respond to this surge in popularity by offering tea selections that include everything from basic blacks to exotic whites.

Display
Show customers you really believe in your tea line by constructing a large display of one tea next to a modest display of other teas. Tell customers there is more of this tea since it is popular and therefore, sells out quickly and they should buy it now. Another great way to display your teas is to stack them up in shipper displays where they can be seen on their own. Most manufacturers have attractive shippers that make merchandising specialty teas a breeze. Self-contained, they're easy to set up, making them perfect for quick, efficient merchandising. The shipper display may be easily moved around the store as well — you can keep one at the end of the tea aisle, another near the tea accessories or even in the bakery section.

To help customers make their tea purchase decisions easily, distinguish your tea brands and varieties at a glance. Organize teas on the shelf by stacking a tea line alphabetically, by flavors, or by putting all the decaffeinated blends together. This way, customers can see all their choices in one tea line at a glance. Make sure to have all the teas in stock and at least three to four offerings from one tea line on the shelf to make a statement. Your tea displays should always be clean, neat and clutter free. If the display is too busy, no one will look further. Is it customer friendly? If the customer removes a box of tea from the shelf, will anything else tumble off? Step back and look at your display. Is it visually appealing? Is there height and color?

Promotion
Signage! A noteworthy tea line may have printed information explaining why it is so special. Ask the manufacturer for material.

Make sure you price all of your teas. The quickest way to lose a sale is to not have your products priced and not have anyone available to ask.

Talk to your customers. Tell them why a particular tea is special. Hand them the package to look at and hold. You have a greater chance of making a sale if the customer has touched the item. Always have samples for your customers to try. Highlight a "Tea of the Month" and always sample a new tea you have added to your shelf.

From information obtained from the manufacturer, create flyers that show your customers the faces behind the tea and highlight interesting facts about the country and people who harvest the tea and the steps it takes to get from the tea plantation to your store shelf.

Demonstration
From Bush to Cup
Today, consumers are increasingly interested in knowing exactly where their tea originates. As customers become more knowledgeable about tea, they realize that there are differences in the tea types and in products' quality. The manufacturer should have information about the origins of the premium teas you sell. If the manufacturer supports Fair Trade, explain what Fair Trade means.

Variety is the Spice of Life
Tea has become a hot ingredient in many of today's recipes, with numerous chefs using it as a flavoring ingredient in a variety of different foods ranging from sauces and marinades to confections and ice cream. By holding a series of Cooking with Tea Demonstrations, you will highlight tea's versatility. During the demonstrations, invite a local chef to showcase tea as an ingredient in a wide range of items for a tea-inspired meal. You can also include recipes for tea and alcohol beverages, including a wintertime warmer, such as hot tea, rum and lemon or a summertime Tea Sangria refresher. During your Cooking with Tea Demonstration, be sure to create a menu board that explains the different types of tea and presents suggestions on which foods go best with specific teas.