The big spring refresh: 4 strategies for retailers

Spring is always an exciting time; with the fresh buds comes a sense of optimism about the year ahead. Now that the sun is beginning to make regular appearances, what better time to revamp your shop? Whether it’s a new layout to improve the customer experience, a window display to entice passers-by or a clearing out of old stock to make way for new products, there can always be value in a smart refurbishment, no matter how big or small.

Speciality Food discovers four ways retailers are readying their shops for the warmer months ahead.

1. Refurb and refresh your shop

Ludlow Farmshop in Bromfield, Ludlow, prides itself on its one-of-a-kind shopping environment, so the team has made some recent improvements to make the shop more of a destination where customers keep coming back for more.

“We have recently completed a refurbishment of our shop floor, including the introduction of a brand-new delicatessen counter,” explains Natalie Fisher, marketing manager. “From pies, sausage rolls, scotch eggs, pork pies and pasties to fresh salads and more, our deli is full of savoury favourites just in time for the warmer months.”

In addition to this, the butchery counter has also been refreshed to better showcase the shop’s full range of products, “many of which come from our own farm or are sourced locally,” Natalie continues.

“Customers can watch our skilled butchery team at work through a glass viewing window, and a dedicated meat-hanging fridge at the rear of the counter highlights our commitment to quality and traditional methods.”

At Mouse & Grape cheese shop in London, founder and CEO Jessica Summer ensures the shop makes the most of warmer weather by bringing out outdoor seating “whenever the sun is shining” to capitalise on sun-seeking cheese lovers.

And while Jessica agrees it is important to keep on top of the look and feel of your shop, she believes it is equally important not to overdo it. “It really depends on the type of space you have,” she says. “We don’t have a display window, so there are limits to how much we can change visually. We like to add seasonal touches, such as fresh flowers in spring, or giant baubles and a Christmas tree during the festive season. 

“People come to us for the cheese and wine. As long as the shop looks smart, clean, welcoming and professional, it’s often the small touches that make the biggest difference,” Jessica continues. “It’s easy to get distracted by cosmetic changes and feel productive, but focusing on the things that drive revenue and improve the customer experience is far more important.”

Discover more tips for impactful refurbishing in food retail here.

2. Revamp your stock and displays

One area that Jessica has recently refreshed is the shop’s cheese labels. “Previously, they were handwritten in white chalk on a black background, but they smudged easily and the pins would sometimes pierce the clingfilm and the cheese itself. We’ve now created digital labels with a clean white background, making them much easier to read. They also include country flags and tasting descriptions, which adds more detail and helps customers browse more easily,” she explains. (Here’s more advice for displaying cheese beautifully.)

Spring also naturally brings lots of seasonal changes for retailers stocking fine cheeses and other fresh produce. “We’ve introduced cheeses such as Alp Blossom, coated in flowers, Wild Garlic Yarg, and a range of popular goat’s cheeses. We’ve also brought in more summery accompaniments to match the season. More rosé wines too,” Jessica says.

After attending the recent Farm Shop & Deli Show, the Mouse & Grape team discovered many exciting products they would love to introduce – but having an intimate retail space with limited storage, Jessica has learned to be smart with stock levels. “It helps to source multiple lines from the same wholesalers so we can meet minimum spends without over-ordering. Having been open for a year and a half now, we also have a much clearer understanding of what products work well for our customers. We’re constantly trialling new ideas, refining the range, and improving as we grow.”

At Ludlow Farmshop, spring stocking is all about highlighting the new season. Seasonal displays also offer the opportunity to cross-promote products, from fresh produce (asparagus, anyone?) to pantry staples catering to more warm weather gatherings, and even homewares and plants.

“Our on-site gift shop is brimming with beautiful finds for the season,” Natalie says. “From seasonal home décor, luxurious candles and beauty products to inspiring books, children’s toys and greeting cards, there is something for everyone.

3. Kickstart a digital refresh

The start of a new season is a key time to look at your digital offerings with fresh eyes. How is your website performing? Are there any snag points where you could be losing customers? And is your social media presence performing as well as you’d like?

After previously handling Mouse & Grape’s social media on her own, Jessica is beginning to delegate as the business grows. “We now have new team members with marketing experience, which means we’re able to bring more structure to our approach,” she explains.

What does this look like in practice? “We’re introducing content calendars and becoming more strategic rather than reactive with our marketing,” Jessica says. “We have so much to say and so many platforms to say it on, so it can sometimes feel overwhelming.” Having a team to support you - or even a colleague to bounce ideas off - can make a huge difference.

Here are 18 ways to get the best out of social media.

But social media isn’t the only avenue for digital growth. “As we focus on growing the business, we’re also rethinking our website, creating new landing pages, and tightening up our mailing list strategy. All of these changes should help us build stronger customer relationships and drive the revenue growth we need.”

4. Give back to the planet this spring

With the spring bulbs in full bloom and seedlings sprouting from the soil, this season is a timely reminder of all the goodness our natural environment offers us. Now is a great time to put plans in place to improve your shop’s sustainability credentials.

“Our fresh fruit and vegetables are now displayed in fridges with glass doors,” Ludlow Farmshop’s Natalie explains. “We are always looking for ways of reducing our carbon footprint and reducing energy consumption where we can. These new fridges use significantly less energy than our previous units, and by having glass doors, the freshness and quality of the produce will be maintained for longer.”

Looking to make green swaps this year? Hear more ideas from retail experts here.

Have you completed an exciting refurbishment or renovation? Get in touch – we would love to hear about it. Contact hello@specialityfoodmagazine.com