Cheese Display Checklist

- First impressions are important. Your interior and cheesecounter should entice (lots of cheese easily visible), reassure (it looks spotless) and excite. It’s through your window that a first time customer will take a first impression of your shop, so if you use it to advertise special offers, tastings etc, do ensure room is allowed for customers to do this

- Cheeses should be arranged so that customers can see what they want quickly and easily. Arrange by region or type and then cascade cheeses, with larger examples at the rear, smaller and seasonal cheeses towards the front. Your cheesecounter should provide maximum visibility of the cheeses within

- Use space wisely. Allow for a tasting or conversation area. Risers, trays and baskets can be used to provide extra space in and above the cheese counter.  Shelving above the counter or along side walls can be used for cheese, cheese accompaniments and related gift items, helpful if you want to convey the impression of abundance

- Every one of the cheeses themselves must always look in peak condition. Wrap your cheeses carefully, and pare off any unsightly surfaces

- Shop signage is important. Choose your shop name and the typeface it appears in very carefully. Both will say a lot about the sort of shop you are. In-store signage can save customers the bother or embarrassment of engaging in conversation to discover basic cheese facts. Consider offering pre-cut, wrapped and priced portions of cheese for the same reason

- Effective labelling is very important. Ensure that all the information the customer needs is concisely conveyed: name, provenance, milk type and price are all important. Add a ‘v’ for vegetarian cheese

- Ensure behind the counter and preparation areas look as clean and at least as hygienic as front of houses areas

- For some customers, the appearance of your staff will be as important as that of your shop. Clean, possibly branded, overalls and head wear look hygienic, and give the impressions of dedication and efficiency. Ensure hands and fingernails are always clean and staff always look fully employed

- Well-chosen props, sparingly used, can reinforce the image that you want to project

- Lighting should provide maximum visibility of product and preparation surfaces and add drama to alcoves, shelves etc

Image courtesy of wbc