Darrell Lea liquorice and liquorice allsorts are their top sellers and that we are the only outlet in the centre brings us some traffic we would otherwise not get.
It is frustrating therefore that liquorice allsorts have been out of production for months.
One customer commented that if we can’t tell her when they will get back in she will stop checking. That’s some amazing brand loyalty – well deserved, if only I could get the product.
Products being out of production (for on reason or another) are common place in the retail food industry. We get the same problem in the supermarket side of our business when we build up a certain product with a strong brand, only to find it out-of-stock for weeks or more.
It is difficult to sustain brand loyalty for lengthy periods of time when a product becomes available. Id say you are lucky (not sure that is the right word) that Darrell Lea’s products have much higher than average brand loyalty. The loyalty to the brand may not have lasted this long if it was any other.