Tasting affects customers' perception of the brand

Tasting affects customers' perception of the brand

Tasting Experience

Focus on care and execution

The link of "providing tasting" in stores seems simple, but in fact, there are many details worth mentioning:

First, the "eyes" of the service staff, rather than seeing the "people" coming and going, it is better to see the "needs" of people coming and going.

Providing tasting to potential customers who sit down in the store is a way of hospitality; providing tasting to passers-by who have not entered the store, maybe TA just needs to drink something, and your family just happens to have it; for customers who have finished consuming, clean up the environment to prepare for the next customer.

Second, the "ears" of the service staff hear consultations, feedback or customer complaints, and solve not only the problems raised by customers, but also the purpose of "improving the image of the brand in the minds of consumers".

Specialized people are assigned to be responsible for the tasting link

Third, the "hands" of the service staff, as a store clerk outside, although the quick movements have nothing to do with the product, but are related to whether potential consumers can become actual consumers.

In stores with attached scenes, whether the tables and chairs are clean is the key to whether passers-by choose to sit down; the image of the store clerks outside may even become the reason for consumers to choose. When the clerks work seriously and energetically, they can convey the feeling that "this store is very professional", while if the clerks are absent-minded, it will also give consumers the impression that "this store is not doing well and the food is not good".

Therefore, the full set of services provided by the tasting is related to "patrol". From the action of tasting, from preparation to execution, let the store take the initiative.

Tasting Process

Tasting process is the overall service expression from brand to store

Specifically, what preparations should be made for the tasting link? It is not just about filling small cups of drinks and giving them to passers-by.

Let's illustrate it through a few examples-

01 "Tasting" is a must

A dedicated person is responsible for the tasting table and actively provides different types of tastings. Whether it is a chain-managed brand or a single-handed store, they all actively or passively provide "tastings".

Active provision means that there are special tasting tables and store clerks who specialize in tastings. They will take the initiative to ask if they want to try it, and simply tell them what type and flavor it is, and answer the customer's questions.

02 Effective speech to improve the conversion rate of "tasting"

Preparation for tasting

The ultimate goal of tasting is to achieve the conversion of in-store transactions. But from the service level, if you directly ask customers whether they want to order after tasting, it seems too utilitarian and may be disliked.

Therefore, most of the tasting processes on the market can only be given a passing score, given sincerity, and the store did make a welcome gesture. But in order to make customers happily place orders, some skills are needed, or in other words: to explore the possibility of customer consumption.

For example, the clerk in charge of tasting holds the tasting product on a tray in one hand and a KT board with the brand image and the store order QR code printed on it in the other hand. After tasting, if the customer expresses affirmation such as "the taste is good" or "okay", the clerk will quickly raise the QR code on the KT board and say "if you like it, it's the first one on the menu", and guide the order in a tactful and natural way.

This is the speech. But nowadays, the words used by tea shops are not just fixed lines. They need to be flexible according to the products and scenarios, with the goal of helping customers find the products they like.

03 What is "tasting" trying to achieve?

The tasting table also displays the overall image of the brand

It should be clear that through tasting, you are trying "drinks", but the impression left on consumers is "brand".

For example, providing milk tea tastings will naturally make people feel that the main product of this brand is milk tea. Without knowing the brand, fruit tea lovers may subconsciously exclude this store.

Therefore, when doing tastings, the product cannot be single. Considering the production of the store, 2 to 3 types are best, involving the main promotion of the season, especially the core products, patent products.

Provide customized tasting options

There is also a time to provide tastings. In addition to tastings before consumption, there are also tastings after consumption. For example, after placing an order for production, a small cup of tasting will be attached to the cup, indicating that the customer can taste whether the sourness and sweetness are appropriate. If not, it can be re-produced. Such a tasting process reflects respect for customers' tastes and is also a statement that the brand values every transaction.

The tasting cup can also reflect the brand's characteristics

There are also details that reflect the "ritual sense" of tasting, such as tasting cups and trays printed with the brand logo, dispensing pots specially prepared for tasting, and tasting tables specially designed with slogans... Remember that what you want to show must be differentiation. There are even some that provide a not-small and generous cup volume just for tasting, expressing the brand's sincerity of "buying or not is not important, what matters is whether the customer is satisfied" and giving enough emotional value.

Tasting is to establish a connection with customers, whether they consume or not, they must remember themselves.

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