Wow! What an experience!

The grand opening of A Southern Season's new store in Chapel Hill, N.C., Sept. 26 was overwhelming.

First, the scale of the place-59,000 square feet of everything gourmet, plus gifts, flowers, housewares and a wonderful restaurant. Not to mention the fabulous cooking school, which seats 50, complete with mirrors and plasma screen televisions, on the second floor.

Second, the crowds-thousands of visitors each day, wandering in awe. Third, the energy-a palpable sense of excitement, certainly among the crowd, but more importantly among the staff. These people clearly love what they're doing and it shows. Despite just having completed the move from their old facility at the beginning of the week, they were full of enthusiasm.

Founder and Owner Michael Barefoot had an "If we build it, they will come" attitude about his store's expansion. Of course, he has 28 years of experience with A Southern Season doing specialty food retailing right, but his market research was in knowing his customers and an entrepreneurial gut feel about doubling the size of his retail operation.

Importantly, much of what Barefoot and his top-notch team at A Southern Season have done is scaleable to other retail businesses, regardless of size. The key element is education.

I left Chapel Hill feeling buoyed by what I'd observed. I had a sense of energy in the specialty food business and felt I'd learned some strategies to increase sales that could work in any size retailer.

A Southern Season promotes sales by educating store visitors in several important ways. The first and most visible is through sampling. They're encouraging consumers to taste the products, from crackers and smoked salmon, to exotic sauces and cheeses. Product demonstrators are knowledgeable, enthusiastic and patient. Knowledge and enthusiasm are key.

A second way they educate their customers is through their state-of-the-art kitchen facility and cooking school. Here people can see famous chefs prepare dishes using ingredients available in the store. After a taste, who could resist going to buy not only the ingredients, but the cookware, too? Retailers small on space can distribute recipes, offer cooking tips or sample an entree made off premises with the featured ingredient.

Finally, and most importantly, the staff is well trained. They know the products. They know where things are. They enjoy what they're selling and that enthusiasm clearly came through in conversations I had overheard. Kudos to A Southern Season for a job well done.

Rick Rector

Publisher

rrector@gourmetnews.com

Copyright United Publications, Inc. Nov 2003
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