Catch the Eye, Boost Sales: How to Communicate Your Promotions More Effectively
From strategic signage to the “suggestion of the day,” discover how to promote your offers and drive sales by making the most of every corner of your bakery, coffee shop, bakehouse or foodservice establishment.
When a customer walks into your shop, every detail matters. From the aroma of freshly baked products to the way items are displayed, everything influences the purchasing decision. With frozen doughs, par-baked bread and frozen bakery products, it’s easy to offer high-quality items. But how can you ensure that your promotions don’t go unnoticed and truly drive sales? The answer lies in clear, creative and strategic communication.
Let’s take a look at how to do it.
1. SignageThat Speaks for You
Signage remains one of the most powerful tools to highlight promotions inside your store. But not just any sign will do. It must be visible, feature clear messages and use colours that attract attention without overwhelming. For example, a sign near the counter announcing interesting new products, such as the Verité Súper Baguette or the Caramel Biscuit Muffin, or offers like the Mini Danish Selection, immediately communicates the promotion.
Typography should always be easy to read and the message short. Appealing images of ready-to-eat products reinforce the offer and awaken the customer’s appetite.
2. StrategicDisplays
Displays are silent but powerful allies. Placing them in high-traffic areas—such as the entrance or next to the till—ensures your promotions won’t go unnoticed. A display showcasing products like Cheese & Bacon Snecken, Barbecue Braid or Kebab Panini can noticeably increase sales.
The key is placement: the products you want to highlight should be at eye level and presented in an attractive context, such as a ready-to-enjoy breakfast or an irresistible afternoon snack.
3. Suggestionof the Day: Spark Curiosity
The classic “suggestion of the day” remains a highly effective resource. A small board or sign with a daily recommendation—supported by a tasting sample or an appetising photo—can trigger impulse buys. Presenting something as tempting as a Cheese Stick or a Custard Party Braid may encourage customers to try a product they weren’t planning to buy, while also increasing product rotation.
4. Countertop Promotions: The Final Push
The counter is your last chance to capture the customer’s attention before checkout. Here, stickers, eye-catching labels or small flyers promoting 3x2 deals or special combos work extremely well. The message must be clear and concise to inspire action without overwhelming.
5. A Multisensory Experience
Customers don’t just buy products—they buy experiences. Leveraging the aroma of freshly baked goods, warm lighting over the counter and pleasant background music makes every promotion more appealing. A customer who comes in just for a coffee may end up picking up something extra. And if the product is as eye-catching as the Party Hoops, the job becomes even easier.
6. DigitalInside the Store: Connect the Physical and the Online
Including QR codes on signs or displays that lead to your social media or digital menus helps build loyalty and expand the customer experience. It also allows you to promote exclusive offers or special combos, boosting interaction with your brand.
7. YourTeam: The Best Spokesperson
No sign or display can replace the recommendation of a well-informed team member. Training your staff so they know all current promotions and can recommend strategic products—such as breakfast combos or freshly baked pastries—ensures effective and personalised communication.
Communicating promotions inside your establishment isn’t just about preparing signs or offering discounts: it’s about building a visual, sensory and emotional experience that accompanies the customer at every step. Clear signage, strategic displays, daily suggestions, counter promotions and a well-trained team all work together to ensure your products not only sell, but become the customer’s preferred choice.
Let’s make it happen!
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