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PEECS are Innovative “Party, Event & Entertainment Candy Systems”
Unique and worldwide exclusive, PickSweetique’s recently introduced PEECS make exciting, variable and portable candy displays and buffets for memorable event highlights, lasting conversation pieces and valuable word-of-mouth referrals from event planners, hosts, guests and organizers.
PEECS are a powerful profit source for professional event, meeting, wedding bar and bat mitzvah planners, for caterers, entertainment venues, amusement rental companies and organizers of any imaginable corporate or private celebration.
PEECS are fully customizable with personal or corporate messages, logos and upgrade options for all occasions and venues, whether large or small. PickSweetique’s PEECS help event planners stage unforgettable events and deliver unmatched effect and efficiency, exceptional return on investment and great entertainment!
PickSweetique’s PEECS make eye-catching, colorful and popular event and entertainment candy displays and buffets that are easily portable, assembled and affordable.
The systems are available in many variable candy display configurations and candy capacities. Free standing walk-around islands serve many guests at the same time and avoid event “traffic congestion”. PEECS are available with custom security covers that can be “unwrapped” at a chosen time as a surprise highlight of an event.
PEECS also work perfectly as add-on candy displays for inefficiently used retail and service spaces. Candy is proven to be highly profitable as gross retail margins are typically about 80%.
• Bar and Bat Mitzvahs
• Corporate Functions
• Trade Shows
• Fund Raisers
• Sweet 16 and
• many more events
Suitable Permanent Locations:
• Ice Cream & Yogurt Shops
• Gourmet & Specialty Food Stores
• Bagel & Bakery Shops
• Gift & Flower Shops
• Hotels & Airports
• Books & Music Stores
• Resorts & Cruise Ships
• Colleges & Universities
• Stadiums & Sky Boxes
• Home Theaters & Party Rooms
• Any Retail & Entertainment Space
How to develop the success of your candy retail business!
Who loves candy? Literally everyone does – children and adults alike. Candy is serious and big business. Last year Americans spent $33.6 billion on confectionery products. This figure is set to rise in 2014.
The American candy market has grown persistently over the past decades. This consistent growth has created exciting opportunities for both established business owners and start-up entrepreneurs who can secure early returns on investment and significant personal and financial rewards with effective strategies. What are those strategies?
• “Take Something Common and Make it Uncommon!”
These are the words of John D. Rockefeller. For as long as can be remembered candy stores displayed their products behind cash counters out of reach and almost out of sight of customers. Consequently, until some years ago candy retail always had the image of a low profile and even unappealing business. Today’s “in-your-face” and readily accessible display strategy only evolved over the past two decades since it was developed by Klaus Petersen, founder of PickSweetique, the leading international designer and fabricator of self-service bulk and packaged candy stores, kiosks and portable event systems. This highly visible strategy appeals to consumers, supports the success of your candy business and makes your customers return for more purchases.
Self-service candy displays capture the enthusiastic attention of young and old. They are primarily found in inline candy retail stores and kiosks, where they can generate some of the highest sales per square foot. Existing retailers and startup entrepreneurs can operate modern and customized candy systems and capitalize on people’s curiosity and impulse.
It takes innovative creativity and technical experience to design effective and affordable self-service candy stores, kiosks and displays for successful business. So, a lot of the times, only industry experts are capable of designing and building systems that make your common candy business uncommon for you and your customers.
• “Less is More”
Legendary German architect, Ludwig Mies van der Rohe, expressed the virtues of minimalism in these three words. It is possible to adopt this aphorism for the candy retail business.
The idea is simple. Create a business space where consumers can see and access their favorite candies with ease, but be careful so as not to be prodigious with real estate – because it is expensive to design, build and operate large retail spaces.
Focus on experienced advice and professional services that will help you create a space-efficient modular design. Such a functional system provides sufficient space for effective product displays and customer traffic without taking your invested budget through the roof. Investing in expert services will help you to achieve optimal revenues and profits.
• “I will not choose what many men desire”
William Shakespeare wrote this in The Merchant of Venice. People are different. Some like hard candies and others like soft gummies or nostalgic specialties. Others prefer chocolate, licorice or other specialty items. Make sure to offer a large variety of product choices, brands and flavors in your product mix to achieve success.
The desires and buying habits of customers change and a large product mix is absolutely essential. Older people often will be nostalgic and seek out specialty items of their era. Children will pick fun candies and playful candy novelties. You can cater to all individual preferences by offering the broadest assortment of products because the larger the product variety the better the sales and profit performance of your business.
Each candy type can have its own unique display theme. The design of candy displays for children can be visually different from the displays for adults. The only effective manner in which to create superior retail designs and function is to consult with an experienced and proven expert who can assist with the successful development of your candy retail business.
• “Experto credite”
“Believe the one who has tried.” This is a free translation of a verse by Latin poet, Vergil. If you are new to candy retail it is wise to join forces with an expert who has long standing hands-on experience in this business, preferably for more than one or two decades. A seasoned professional will provide the necessary guidance and comfort for developing your candy business and will help you to avoid expensive trials and errors.
There are four essential strategies to achieve success with your candy retail business. 1st: Think outside the box of dated concepts and bland designs. 2nd: Focus on exciting product variety and quality. 3rd: Provide exceptional and unrelenting customer service. 4th: Engage an experienced professional to assist with the development of your personal and financial objectives.
Self-Service Bulk Candy Retail Offers Exciting Business Opportunities
After Petersen opened Sweetique’s 530 sq. ft. self-service bulk candy store at Rockaway Townsquare Mall in Rockaway, NJ, the reception by customers and by the mall’s owners, Corporate Property Investors, was enthusiastic. It became clear very quickly that not only a new business opportunity had been developed but, more importantly, that a whole new niche market had been created out of the blue.
Sweetique’s type of in-your-face had not existed before and the customers were literally overwhelmed by a great variety and choice of products, popular and nostalgic, that triggered their impulse to spend discretionary, and often beyond discretionary, monies.
The colorful candy, novelty and gift displays that were presented under bright lights and surrounded by foot-stumping Oldies music created a must-buy atmosphere and enticement that the customers seemed to have some difficult to avoid once near the store or to control once he/she had stepped inside. The candy retail business had literally been revolutionized.
The Americanization Of Popular Candy Retail
In order to successfully Americanize the innovative idea of modern candy and confectionery retail, the objective had to be an almost, but not quite, exaggerated variety of candy products, many choices of distinct and exciting candy flavors and experiences, including nostalgic, popular and even exotic hard and novelty candies.
To meet this objective a promising concept had to offer hundreds of different and well assorted self-service products that would succeed on a broad range of impulses, memories and taste preferences of their potential customers. All of this had to be achieved in commercially justifiable self-service retail environments of in-line stores of not more than 600 to 800 square feet or, in more compact form, in a walk-around self-service kiosk with a 120 to 150 sq. ft. footprint.
Ideally, the breakdown of product mix would be approx. 50% wrapped and unwrapped bulk candies, both of these products producing the lion share of margins among the entire mix, 40% novelty candies because of their unbeatable popularity among younger buyers, plus 10% more upscale gifts for adults and special occasions.
Seasonal and visual merchandising changes would be made relatively frequently, first, to give the customers new choices of products and, second but equally important, to spontaneously create newly exciting retail atmospheres and invitations for the potential passer-by to stop, take a closer look and indulge him- or herself.
Candy retail history had demonstrated that lack of creative changes and samplings of product offerings and persistent enhancements of visual displays resulted in consumers’ perception of “wasting, stale and redundant” candies, which, in turn, did not offer sufficient incentive for a consumer to browse and spend his / her money. As a consequence of the traditional full service retail approach at arm’s length, only well known and the most basic and common candies in a limited selection sold without markedly increasing retail revenues and profits over a period of many lost decades. The Candico Theater would change all this dramatically and in a very, very short time span.
Be Unique. Read Sweetique!
“Less Is More”
Compared to most other retail products candy is a low-ticket item, often selling for just a few quarters. In-line store spaces in well-trafficked regional shopping centers were leasing at the time for $ 80.00 to $ 120.00 per square foot, including mall maintenance and marketing fees which were obligatory for all tenants. This meant that the lease agreement alone could cost some $ 500K to $ 800K over the typical lease term of 8 years. Of course, personally guaranteed by the lessee to the lessor. And they don’t come cheaper today.
Such high-value obligations could only be amortized with high sales volumes that had an unusually low cost of goods, by controlled leasing and operating costs and by realistic leasehold improvements. Lease and operating expenses were already established by free market forces and could not be manipulated downwards too much, if at all. However, sales volume, cost of goods and leasehold improvements [store construction], and especially the latter, could be favorably affected by efficient and creative store design, merchandising and management.
Petersen drew focused inspiration from a famous phrase which had been professionally practiced and popularized by the German-American architect and visionary of minimalist design, Ludwig Mies von der Rohe: “Less Is More”. Mies, as he was called, was one of the pioneering masters of modern architecture and design who enjoyed worldwide renown.
“Less Is More”, in terms of its retail challenge, meant to generate as much repeat and sustainably increasing people traffic, revenue and profit within a consumer-friendly and inviting brick-and-mortar environment which, on one hand, could accommodate the desired consumer traffic but which, at the same time, limited costs of leasehold improvements and rent obligations.
The idea was simple while challenging: Customer self-service of a large variety of candy, novelty and gift products merchandised in a modular, stackable and highly space-efficient dispensing system which allowed for the largest count of stock-keeping units, SKU, was the conceptual answer. But could Petersen realize this conceptually and financially? More soon …
The realization of this paraphrased quote from John D. Rockefeller’s words, “Take Something Common and make it Uncommon!”, presented a once-in-a-life creative window of opportunity when Petersen began to build on his observations at that fateful time in Hamburg, Germany.The quote represents the essence of Petersen’s visionary candy retail concept and a newly invented and powerful niche business was being developed and started soon.
Hard candies, soft gummies and candy novelties had been retailing for decades with a low profile and restrained image, mostly with full service from behind cash counters at an obscure distance from the customer. This undefined product presentation and the lack of immediate visibility of, and access to, the candy products, more so in America than in Europe, totally missed what we refer to today as an “in-your-face” presentation that prompts consumers to impulse purchases and to repeat visits to their favorite source of candy and confectionery.
During two years of observation and research of the candy retail industry Petersen realized that the potential of the mini-candy-store concept in Hamburg could be vastly improved by injecting some basic but crucial conceptual and operational ingredients for the American marketplace. These included, above all, self-service pick & mix retail from a large variety of bulk, novelty, gift and seasonal candies and confectioneries, a high margin single price policy at 1/4 pound for all bulk candies, proprietary and hygienic self-service retail fixtures, plus upbeat store design and interactive environment in popular and high-traffic locations.
A Dandy Candy Business Opportunity Too Sweet To Pass!
While researching candy business opportunities in Germany in the early 1980s, Klaus Petersen created and developed the retail concept of self-service bulk candy.
At that time, Petersen was the president and chief executive of a leading international corporation. He was also in search of professional independence, and a more rewarding personal and financial career.
Eventually, the idea of bulk candy retail, and Petersen’s enhanced vision of it, rapidly and literally revolutionized the candy retail scene. Petersen’s newly minted motto, “World’s Sweetest Fun”, gave rise to new business opportunities in the candy industry.
Candy Retail In Its Simplest And Most Ingenious Form!
One day, in the upscale “Hanse-Viertel-Galerie,” a Boutique Retail Passage in the center of historically candy-conscious Hamburg, Petersen observed an innovative idea that was as stunning in its simplicity as it was powerful with its enormous business and profit potential.
Born from a tiny drawer no larger than 6 square feet, and evolving from Petersen’s creative enhancements of the basic idea, this candylicious concept would eventually conquer the world, from the Americas to Europe to Asia to Australia and beyond.
The Sweet Candy Vision!
Around noon time on that fateful day, Petersen observed a young student pulling a large size drawer of approximately 36 inches wide and less than that in depth from an outside base below a boutique window.
Beside it stood a fixture with empty bags, a small scale and a cash register. Sporadically, the young, enterprising retailer rested his weary limbs on a tiny stool during his constant sales and service activities.
Inside the drawer were eighteen old-fashioned, well polished glass candy jars, neatly organized side by side. They contained a variety of the most popular candies: chewy gummy bears; colorful jelly beans; sweet taffies; Sour Patch Kids; tangy licorice; chocolaty M&Ms; bouncy gumballs; psychedelic jaw breakers; and still other mouth-watering, candy novelties and nostalgic sweets.
Take Common Candy And Make It Uncommon!
Petersen realized immediately that this was a powerful niche concept and an unusually profitable business opportunity.
The only thing the small-in-size, but huge-in-idea, bottom-drawer business opportunity was missing was a conceptual “Americanization” of it: greater product variety; “foot-stomping and theatrical presentation” of hundreds of bulk and novelty candies combined with “candy music”, “candy lighting”, “lingering candy scents”; and, last but by no means least, “candy self-service”.
HOW did Petersen eventually draw millions of happy customers to his “Candy Theatre” experience? More of this sweet and candylicious story and other news and opportunities are coming soon. Follow our posts via email or use the RSS button to keep up with the latest posts.