Retail Merchandiser - March/April 2016 - 18


"

We make it the same way
Esther made it for over 90
years, and we have a reputation
for it here.

"

In 2014, Esther Price Candies provided its caramel for a limited edition
caramel beer. The Esther's Little Secret
line of dessert brews are sold on tap
locally and in cans until they are sold
out. "We only make a certain amount
of it, so we do run out," Day notes.
"Last year, we made a caramel beer,
and they sold out in almost five days.
We made quite a bit more this year of
the chocolate beer, but we sold out in
two weeks."
"When it's gone, it's gone," Weaver
stresses. Esther Price and Warped
Wing intend to offer a series of such
beers each holiday season. Next year's
ingredient is a closely guarded secret
until its release.
Esther Price Candies utilizes television, radio and social media for advertising, but finds its word-of-mouth
recommendations from customers
most valuable. "If they taste it, they'll
buy it," Day says. The company also
does sampling in theaters, at home
shows and in regions it is new to, such
as Louisville and Nashville.
Esther Price Candies are sold in
Kroger grocery stores throughout
Ohio, portions of Illinois and Indiana, and in sections of Kentucky and
Tennessee within a 50-mile radius of
Dayton and Cincinnati. The company
also ships its products throughout
North America and increases its online
business - which it began in 1999 -
approximately 10 percent annually
compared with in-store sales.
A big marketing event this year is
the 90-second shopping spree for one
lucky person whose name gets drawn.
18

RETAIL-MERCHANDISER.COM

March/April 2016

Anyone who comes into an Esther
Price store or submits an entry online
is eligible for the drawing.
"We're going to do one local person
and one non-local person," Weaver
explains. "Whatever the local person
grabs in 90 seconds, the non-local
person will receive the same thing. We
have so many customers that live out
of our local area that we thought it was
fair to give them a shot, as well."

Tie a Red Ribbon
A distinctive feature of Esther Price
Candies are the ones that are sold in
gold boxes with red ribbons handtied around them. For the company's
16-ounce boxes - its most popular
- the company is automating the ribbon-tying process with a robot, which
is scheduled for activation by this year's
holiday season.
Esther Price Candies also is working
on an upgrade of its inventory and
point-of-sale software so it can provide
real-time inventory ordering and marketing for all seven of the company's
store locations in Dayton and Cincinnati. The mail order management
software handles online ordering on
the company's website and integrates
customer order management into the
company-wide enterprise resource
planning system. The company also has
recently activated a smart phone app
for customers to place orders.
These production improvements
are being made so the company can
private-label more of its products.
This would include making custom
products to order for other companies


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2016

Contents
Retail Merchandiser - March/April 2016 - Cover1
Retail Merchandiser - March/April 2016 - Cover2
Retail Merchandiser - March/April 2016 - 1
Retail Merchandiser - March/April 2016 - 2
Retail Merchandiser - March/April 2016 - Contents
Retail Merchandiser - March/April 2016 - 4
Retail Merchandiser - March/April 2016 - 5
Retail Merchandiser - March/April 2016 - 6
Retail Merchandiser - March/April 2016 - 7
Retail Merchandiser - March/April 2016 - 8
Retail Merchandiser - March/April 2016 - 9
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