5 challenges facing today's bakeries: stand out from your competitors!

Although bakery is culturally more highly developed in some countries, it is nonetheless booming in many parts of the world. The appeal and consumption of bakery and patisserie products is constantly increasing, in line with the growing need to eat locally, in local shops.

As bakers, you face increasingly fierce competition. In France, it would be (almost) possible to say that every neighbourhood has at least one baker. The increase in the number of outlets selling bread is all the more significant given the growing number of shop concepts based around bakery products. Nowadays, bakeries can be small-scale, part of chains or franchises, sold via networks of bakery terminals, or upgraded from industrial bakeries.

Taking your competitors into account and understanding what they have to offer is therefore essential if you are to stand out from the crowd.

On average, a European consumes 59 kg of bread a year. This figure has been falling for several years. However, it is also giving way to new consumer habits. While the traditional activity of a bakery is selling bread, the range of products on offer in your shop has certainly evolved in line with your customers' buying habits.

We don't all eat the same bread, but the demand is there!

Pastries, chocolates, snacks, confectionery... these are all products for sale that get your customers used to making purchases other than their daily bread. They also allow you to stand out from the crowd, so your first challenge will be to renew your offering.

Take the time to rethink your offering just like a restaurant owner with his menu. You benefit from a commercial activity with a high degree of seasonality linked to holidays and the seasons. But your customers also consume differently throughout the week (between the working week and the weekend) and even within the same day (pastries in the morning, sandwiches at lunchtime, snacks in the afternoon, snacks in the evening, etc.). Developing your offer based on these times will enable you to increase your sales opportunities.

Surprise your customers with ephemeral, new and revisited products. Innovate in taste and form. This can also be a way of promoting your expertise. A product doesn't work? You can test another that may become your bakery's next signature product!

Keep your customers informed thanks to labelling that highlights your offer and new products. You can ensure their visibility with differentiating labelling that will make them want to try and buy. You can, for example, opt for coloured card labels that stand out from the rest of your labelling. Or simply affix a pictogram or the words "new", "promotion" or "product of the month" next to the product concerned.

As we have seen, the return to the 'traditional', 'home-made' and 'artisanal' is more than just a consumer trend. So here we have a second major challenge: to offer a range based on the quality and originality of the products, but also on the conviction that they are transparent in terms of traceability, and healthier than industrial products.. More and more consumers are fed up with the monotony of standardised mass-market products.

73% of consumers are attracted by products with authentic recipes or production methods *.

An international study conducted in 40 countries shows that 72% of customers appreciate bakeries where they can see the baker's oven or laboratory*. And 73% of consumers feel attracted by products with authentic recipes or production methods*. Your customers need to know you and your products! Give them the opportunity to be convinced by your offer and your manufacturing methods.

An original idea for talking to your customers? Create labels displaying the recipe for one of your products or the perfect food and bread pairing to help your customers make the right purchase.

Baguette price labelProduct quality plays an important role, consumers are becoming increasingly aware of the benefits of eating for health and well-being. They are at the heart of your customers' concerns and represent your 3rd challenge. Take advantage of them and meet their expectations:

Have you tried gluten-free breads for intolerant people?

Have you tried making "lighter" treats by reducing the sugar in certain recipes for diabetics or people who are just being careful?

The issue of allergens is also important, as many countries require them to be displayed for the safety of your customers. Did you know that certain labelling solutions enable you to comply with current regulations and write all this information legibly and professionally directly on your price labels? A solution like Edikio offers price label creation software that includes a tool for displaying allergens in text and/or pictogramsas well as a library of images for all your other organic/gluten/homemade references...

In recent times, consumer habits have changed dramatically. However, the bakery remains a local business that customers like to visit. To maintain this advantage, developing new distribution channels is a real challenge if you want to stand out from the crowd, retain your existing customers and attract new ones.

• Presence on social networks,
• Click & Collect,
• Deliveries

You may have taken advantage of the health crisis to develop and test some of these services. Now you need to make them your own to maximise their impact on your sales. Aesthetics are very important in the bakery business. The quality of the product, its production, the craftsman's know-how - aesthetics also reflect the image of a well-kept business. The image of your brand and the beauty of your products are points that you can easily promote online, on social networks thanks to beautiful photos. Make the most of it, and you'll be able to engage in discussion with customers or make yourself known in a different way.

These days, customers no longer want to be seen as passive consumers. When they walk through the door of your bakery, they are looking for an experience, a new product or simply a pleasant time. The final challenge in your sector will therefore be tooptimise the customer experience at your point of sale.

More and more bakeries and patisseries are equipping themselves to offer their customers these additional services that customers love:

• a cosy tea room where you can taste our bakery specialities on the spot;
• a range of hot drinks and pressed juices;
• free Wi-Fi access;

And so, you make your bakery a real place to live. It encourages your customers to (re)come to your store, to feel at home there, to stay and consume more or more regularly. You can also create the atmosphere that suits you and offer a unique experience:

• Highlight your brand image with a layout and furnishings that reflect your image,
• Propose the right offer for your customers and their needs and consumption habits
• Make sure your offer is visible by opting for a professional and harmonious display of all your products and services. You can add elements such as your logo, a specific typeface, etc.

Founded in 1997 by Michel Galloyer, Le Grenier à Pain has more than thirty shops in France and abroad. Since 2015, the chain has integrated the Edikio all-in-one solution into several of its bakeries to create and print price labels directly at the point of sale.

From now on their labelling :

• Assure an identical customer experience at all the brand's points of sale
• Showcases what each bakery has to offer thanks to personalised labels with a harmonious look
• Allows significant time saving for bakery staff thanks to the speed and ease with which it can be installed.