Deli Wedding Lists?

Independents are renowned for their ability to pin down the je ne sais quoi that gives them a specialist stance and introducing deli wedding lists could be their next sales strategy.

The concept suggests that couples visit the shop, shortlist their selection of gourmet grub and then request that guests contact the deli (online or in person) to chose their food-focused wedding present.

The 50% sales increase in over 3,500 farm shops across the country, recently reported by the National Farmers’ Retail and Markets Association (FARMA) indicates that now could be a befitting time to capitalise on the sector’s increasing popularity.

“If people are getting married after living together for a long time, then they’ve already got what they need for their house. Food gifts would be a really popular option for those wanting something less conventional,” says Georgina Mason, Gonalston Farm Shop, Nottinghamshire.

However ingenious the idea, the realisation of any new sales avenue takes time to launch and money to promote.

“Independents with a website set up for online sales already have the skeleton of a system within which a wedding list could work. But for those looking to introduce this idea from scratch, I think it would be a minimum of £2,000 to get set-up online and even longer hours to really get the idea off the ground,” says Ms Mason.

“We’re trying to develop our website at the moment and it’s no easy task. What we sell is specialist, but independents have to be as sharp as the supermarkets in order for consumers to use this sort of buying method regularly,” she explains.

Despite the considerable investment, the idea is acknowledged enthusiastically for its sales scope and the potential for development.

“A deli wedding list is a brilliant idea because it promises a personal, luxury experience for the bride, groom and guests – it’s a concept that really fits in with our ethos,” says Sadie Grundy, owner of Deli on Duck Hill, Yorkshire.

“We sell wedding cheesecakes which are popular, so the wedding list idea follows on naturally, but it would still take a long while to make customers aware of the option,” she adds.

However once customers are in-the-know, the possibilities would quickly multiply.

“The wedding list idea is a template for birthdays, anniversaries and any other celebration. If people had the option of chosing the shop for many a different gift list, it would give our sales a considerable boost,” says Ms Mason.

“The idea also has the added bonus of making more people aware of the business, plus there’s a high chance that guests would be tempted to buy for themselves at the same time,” she adds.

The recent launch of thewineweddinglist.co.uk, shows specialist industries are already using the idea.

The website gives couples a list of premium wines from all over the world to choose from, all with different price points. The bride and groom-to-be then set up an online wedding list for guests to browse and buy.

“Many couples have already set up home and are thinking of different gift ideas when it comes to putting together their wedding list. Whether you’re a wine buff or just a wine lover, The Wine Wedding List is an interesting alternative to the traditional department store wedding list,” says Edward Parker, owner of The Wine Wedding List.

* statistics taken from online National Statistics and a survey carried out by Churchill Home Insurance (2007), respectively