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SELLING OVEN TO TABLE
These tips and talking points can help retailers promote their oven-to- table offerings.
• Play up fun details about the company. For instance, Emile Henry potters wear a bracelet with which they stamp their initials onto the pieces they create.
• Create a rainbow. Many companies, such as Le Creuset, offer their products in a wide array of colors. By showcasing the entire spectrum, you add color and visual interest to your display, and give customers the option to pick one that perfectly suits their décor.
• Show off the versatility. Include pieces in tablescape vignettes with other cookware and with gourmet foods to show how these pieces are workhorses but also complement beautiful dinnerware patterns and table linens.
• Take advantage of manufacturer’s point-of-sale materials. Pillivuyt offers brochures and shelf talkers. “These help explain the quality and justify the price,” says Title. The company’s
“Pillivuyt University” also rewards salespeople who educate themselves about the product. “Nothing sells Pillivuyt better than a store worker who knows, understands, and loves the product,” she says.
demonstration on the qualities of the pieces. Says Da Silva of Revol, “We have
a chicken roaster that is perfect for demos.” A whole chicken, some vegetables, and garlic baked in the roaster, for instance, makes an easy demonstration that will showcase how easy the pieces are to use.
Manufacturers are responding to the customer interest in oven-to-table by increasing their assortment. Colors to suit all tastes and decorating schemes,
multifunctional pieces, and specialized shapes, are among the many offerings that have grown this category. Le Creuset, for instance, has a new rectangular dish with a lid which doubles as a platter, and can also be used on its own as a baking dish. And Pillivuyt already has nearly 2,000 items in production, but is gaining traction in some of its unusual pieces such as its brioche mold and other specialty
baking shapes.
For more information: Emile Henry - 302.326.4800, emilehenryusa.com;
Le Creuset - 877.418.5547, lecreuset.com; Pillivuyt - 952.474.4016, pillivuytus.com; Revol - 678.456.8671, revol1768.com; and TVS-America - 716.863.5200, tvs-spa.it/en.
Images courtesy of Emile Henry, Le Crueset, Pillivuyt and TVS-America
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