Christmas is a time of reuniting and celebrating, an occasion for demonstrating our affection for friends and colleagues with whom we share are daily lives, and for enjoying the fruits of another year of hard work. In this spirit, millions of consumers all across the continent go out shopping, and Christmas is one of the best opportunities of the year to increase your sales. Rich's can provide you with some ideas on how to get the most out of the holiday season. José Luis Léchon , Marketing Manager for Rich's Products in Latin America, would like to share with you, our valued customers, various effective strategies that can make higher sales your best Christmas Gift. The whole Rich's family wishes you a Merry Christmas and a Prosperous 1999.

The first step toward success...

Extra sales achieved through new products and the right promotions are always welcome. "The first step toward increasing sales is to attract the attention of more customers to your products. Make your product say "Here I am!", advises José Luis Léchon , Marketing Manager at Rich's Products for Latin America.

To accomplish this it is of fundamental importance that you understand the buying dynamic of your customers. For example, if you're managing a supermarket and you want to increase bakery sales, seriously consider placing displays of pastries at the entrance to the store or in its perimeter, or in store areas of high traffic. The results will surprise you... The reason? Your message will get through to customers who might not have planned a trip to the bakery section, thus boosting impulse buying. Our Bettercreme® creams are excellent allies in this strategy. Bettercreme® remains stable at room temperature, thus guaranteeing an impeccable and appetizing presentation for a longer period of time. You can also reinforce message by mentioning the pastry promotions in advertising flyers distributed in the supermarket. This is the best way to get to more customers and the best instrument for stimulated planned purchases of the product.

If you're managing an independent bakery or pastry shop, try to catch the eye of the local residents. Distribute flyers and promotional material in the area surrounding your store. "When handled properly, the distribution of flyers announcing promotions is one of the most effective sales methods. The message, and the way in which it is presented, are crucial to creating a desire to buy in your customers," José Luis Léchon points out.