Selling in a boulangerie
As the first point of contact with customers, the sales assistants reflect the brand values and image of the bakery in which they work.
Sales assistants in boulangerie-patisseries are the first point of contact with customers. They reflect the brand image of the business they work for.
While the baker's artisanal flair certainly contributes to a boulangerie's success, the sales assistant's professionalism is crucial for communicating the worth of products and winning customer loyalty.
Boulangeries are local businesses that bring their community together. The sales assistant must be able to inform their customers and provide advice to suit their needs. People skills are key!
Mastery of packaging, tagging, and display skills are essential for communicating the products' value. The sales assistant must also respect hygiene and food safety rules.
The boulangerie-pâtisserie industry is facing labor shortages, and qualified sales assistants are in high demand. In 2018, the French national confederation of boulangeries and patisseries (CNBPF) launched a recruitment campaign aimed at sales staff in French bakeries.
Boulangerie customer service talent trophy
To promote customer service roles and celebrate the people without whom boulangeries would not exist, the CNBPF created the Trophée des Talents du Conseil et de la Vente en Boulangerie-Pâtisserie (Boulangerie-patisserie customer service talent trophy), which has been awarded annually since 2010.
Candidates undergo selection by department and then regionally, and compete in five challenges: a theoretical knowledge and sales test, product display, a sales simulation, a regional product showcase, and taking an order.
Podium 2021 Trophée de la Vente by Frédéric VielcanetConfédération Nationale de la Boulangerie et Boulangerie-Pâtisserie Française
In November 2021, Sullivan Bigand, representing the Auvergne-Rhône-Alpes region, who reached the top of the podium, followed by Sophie Schmitt, representing the Grand Est region, and Joane Veira, representing the Pays de la Loire region.
Photo credit: © Christophe Delliere – EPI/© Frédéric Vielcanet
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