In the world of marketing, there’s a lot to be said for exploiting “obvious synergies.”
It makes sense for a surf board shop to sell board shorts and bikinis.
Likewise, it makes sense for a Garden Centre to sell wheel burrows and hoses.
This is why I find it intriguing that The Tea Centre chain of retail stores doesn’t sell cups of hot tea in their shops!
You’ve possibly seen one of these stores in the big shopping malls and they boast hundreds of tea pots, accessories and of course, brands of tea.
They boast teas from around the world and highlight that their teas are air freighted to Australia every 6 to 8 weeks to maintain the finest quality and freshness.
They have morning teas, afternoon teas, aromatic teas, evening teas, light teas, low caffeine teas, medium teas, strong teas and lots more!
If you’re a tea drinker, your mouth is probably watering by now.
But guess what?
You’ll never get the chance to taste any of these fabulous teas when you visit The Tea Centre, as it doesn’t sell any cups of tea!
Yet, let me repeat that.
The Tea Centre doesn’t sell any hot cups of tea!
Nor does it provide any “taste-testing.”
Yes, I’m sure you’re shaking your head from left to right questioning the logic in all of this.
Surely if it’s The Tea Centre, it realises the most powerful form of selling such a beverage is “taste-testing.”
Having had Madura Tea as a client, I know that a consumer’s decision to buy can be hugely influenced by having a taste of the beverage.
So it amazes me that this retail outlet doesn’t have any taste-testing of its magnificent range of teas.
Can you imagine the huge marketing opportunity which is being missed by this company?
Of course, they’re not alone.
I’ve seen lots of ice cream shops not offering samples of their ice cream to passers-by.
And when was the last time you saw a fish and chips shop handing out samples of their calamari at lunch or dinner time?
And I bet you’ve never seen a fruit shop providing small sample tubs of fruit salad.
My suggestion to The Tea Centre would be to take a leaf out of the main street butchery (excuse the pun when I say “leaf!”) and provide sample tastings to visitors to their shops.
At least they are some entrepreneurial butchers who have a sausage sizzle or barbecue outside their shop during busy periods – and I take my hat off to them for doing so.
It just makes sense, doesn’t it?
I’ve seen a number or butchers stage such barbecues outside their store, giving prospects the opportunity to “taste” a bite-sized portion of their meat products with various sources.
It’s just hard to believe that a product which relies heavily on the persuasive power of “tasting,” doesn’t exploit the opportunity that’s so obvious.
John Dwyer, CEO
Phone: 07 55 919 566