Consumption of artisan processed loose leaf tea is not accelerating in traditional retail channels – in fact it’s flat.
The suburban malls where millions first sample fine tea are experiencing significant declines in foot traffic – the lifeblood of brick & mortar retailers.
Chain expansion has stalled in the U.S. and Canada where DAVIDsTEA and Teavana are still experimenting to achieve sales per square foot and same-store sales increases commonly reported by coffee shops (many of which are profiting handsomely from selling tea).
Make tea retail selections more traceable and provide authentic stories on sourcing
Make stores into destinations, not sterile cookie-cutter outlets.
Commit to sampling as studies show that sampling leads to sales.
Beginners MindPicture a gong fu setting.
The accomplished tea retailer approaches the Zen master of tea innovation saying, “I have been in business many years, yet things are changing and I have concerns. Please teach me all that you know about innovation in tea.”The master nodded, and began filling a cup of tea. He continued to pour until the cup over flowed, spilling over the brim ― yet he continued.The tea retailer
watched for a few moments and then, in exasperation, said: Stop, it is overfull, no more will go in.The master replied: “Like this cup you are full of your own opinions and speculation. How can I show you the Zen of innovation unless you first empty your cup?”Zen Mind, Beginner’s Mind
Aerosol tea
partnership
Black Tea with Ruby Grapefruit and Honey
Problems are the soil in which innovation takes root.