Ian Taylor
Key Stores, Port Gordon
Overall, sales have improved by 20% - an increase that, quite frankly, I didn’t expect. I would recommend the Blueprint concept to all independent retailers.
BLUEPRINT NEWS
A BALANCED WINE OFFERING BOOSTS SALES
| 28/06/09 | « news index |
The scheme is proving that local stores can be competitive to serve hard up, recession-hit wine lovers and at the same time become the destination for that element in the market demanding higher priced brands.
Alan Toft, Blueprint Chairman, said: " There are just too many small shops who limit their offering to price. They are wrong. They should become the destination for people who want keen prices but also want to treat themselves, who see value in higher priced brands – just like the multiples.
"We are not talking fine wines here. We should cover the spectrum and not exclude those who want to pay £8 a bottle for a wine they believe is for them," he added.
Data from retailers shows that there are rich rewards for those who follow the discipline of the Wine Blueprint. Once they acquire the confidence to stock a wide range of brands and, indeed, to recommend these brands to their customers, they will find that sales and turnover increase markedly.
This is particularly true in the present economic climate, as Clare Griffiths, Vice President Brands Marketing for Constellation Europe confirms: “A recent consumer survey showed that nearly half the respondents spend less on wine in pubs and restaurants now. Independents can benefit from this trend, as over 61% claimed that they are buying the same amount of wine in the off-trade as three months ago.
Consumers are still trading up for the weekend and for special occasions, but now they are more likely to look for reassuring cues such as brand names they recognise, and medal stickers to show awards.
Offering tastings in store is a great way to build confidence and encourage trading up, and if customers enjoy the experience and learn a couple of things in the process, they will be more loyal to your outlet in the future,”said Clare.
Rob Page from Foster's EMEA says, “We have definitely seen retailers we’re working with benefit from focusing on a more premium wine range. Initially some are sceptical about stocking wines priced above £5, such as Wolf Blass Yellow Label which retails for around £8.99. However once retailers understand more about the wines and why they carry a more premium price, they have the confidence to put them on shelf. And the ones that do benefit from the usual corresponding uplift in sales.
“The quickest growing wines in impulse are those priced between £5 – 7. There is no doubt this is being driven by people staying at home more and more, rather than going out. So as people increasingly stay in on Thursday, Friday and Saturday nights, it is really important that independent retailers ensure they have a decent offering at these price points as well,” he said.
Ross Shelley, Scheme Director, said:" Brands such as Wolfblass, Montana New Zealand, and Rosemount Hardys Stamp will help retailers to make the leap from an ordinary off licence to a store which will attract the biggest proportion of wine drinkers - those who buy from £3.99 to £8.99."
Nusrat Hussian owner of Grange Moor Off Licence in Wakefield has seen a transformation of her business: “Since I have had my whole alcohol section remerchandised to Blueprint I have seen new customers buying from me especially wine. This has given me the confidence to sell higher priced wines and I must admit to my surprise I am seeing bottles at £8 being purchased with the customer returning for more.”
| 28/06/09 | « news index |
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