SO MANY TEAS, SO LITTLE TIME
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around 40 teas and 12 herbals—those numbers may seem paltry
next to what blend-heavy chains like Teavana have available, but
Neumann says carrying a small number of offerings is key to the
company's expertise and service. The staff knows each selection
intimately, and now many regulars do too. "We'll occasionally
find something we want to run as a special to see if it develops
a following, but we're pretty in love with our tea list," she says.
"Our customers are loyal. They become little tea missionaries,
telling friends and family about what we have, and our family
grows that way."
Successful businesses that have found ways to manage larger
tea lists also make sure all the varieties available have a clear
purpose, and they regularly get rid of the products that aren't
helping the brand. Granville Island Tea in Vancouver, B.C.,
offers 150 teas to customers, but owner Mark Mercier notes
that the list is always fluctuating based on customer demand
and interesting new offerings he and his wife discover in their
travels. He admits that when his business started, he offered
a number of teas that were a bit too specialized for customers
just getting into the beverage. As premium tea sat on shelves,
he moved quickly to adjust. "What sold is what customers liked
and wanted," he says. "This included flavored teas, crazy blends
and basic varietals—many teas I wouldn't often drink." Over the
years, he's learned to accept balance and discontinue what isn't
selling. "The trick is to find the tea customers love," he says, "not
what others say is good or fancy."
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