Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/116557
Francesca Schuler, BevMo's chief marketing officer, noted that the 130-unit, California-based chain has had success with holiday gifting centers in their 10,000-square-foot stores. "It's part of what we're doing to evolve and refresh the instore experience," she said. in mind, and so PJ's stocks a broad range of large format handles of Scotches and Cognacs as well as high-end brands of whiskey popular with that demographic that are hard to find at retail. PJ's business is not only regional, in other words, it's hyper-local as well. Adjusting that mix due to overall marketplace trends only makes sense when the trends are also something your established customers want. KNOW WHAT YOUR CUSTOMER NEEDS T he late Steve Jobs of Apple was famous for saying that his task wasn't giving his customers what they needed but creating something for them they didn't know they wanted. Most retailers do a fine job of keeping tabs on their leading items and categories as well as those that lose popularity or never gain a foothold with their customers, a process that informs and guides future orders. But this method doesn't account for the items your customers would buy, or the way they would use your store, if only they had been given the opportunity. For example, the 130 unit, California-based BevMo chain last Christmas established gifting centers designed to make it easier for customers to make holiday purchases for family and friends. "The idea was to make shopping at this stressed time of year fun and easy," says Francesca Schuler, BevMo's chief marketing officer. "It's part of what we're doing to evolve and refresh the in-store experience." Gathering gift cards, gifting bags, cocktail books and other items that might appeal as a special present for harried shoppers allowed BevMo to engage customers once they were in the store and to attract new or infrequent customers who need assistance when selecting beer, wine and spirits gifts. This method might be limited to stores with the right kind of space, location and staff – BevMo units typically run 10,000 square feet, in well-trafficked retail areas in major metropolitan markets throughout California, Arizona and Washington – but even a modest-sized shop can do better in providing solutions for their customers. And something similar can be managed at other times of the year. Picnic or barbecue centers in the summer, for example, where beers, wines and spirits meant for warm weather entertaining are gathered along with fruit, mixers, ice and other entertaining gear and suggestions. State restrictions may not allow that, but creating a smaller high-end spirit section complete with packaging solutions for Father's Day could work in many outlets, regardless of size. BevMo has taken on another, more elaborate example of a service that can pay both immediate and long-term dividends – a wedding program with its own dedicated website (bevmoweddings.com). Couples can register at the site and order "His and Hers" cocktails designed for the wedding reception or pre-parties, select discounted wines, gather advice on choosing a selection of beverages for any wedding related event, even get hints on cigars for the bachelor party – a service geared to taking the stress out of at least one aspect of wedding reception planning. Private tastings before purchase can be arranged as well, all presumably leading to a large sale and a strong relationship with a newly married couple. Much is made of the education Americans need from their retailers, but providing buying solutions – ways for them to speed decisions and feel confident that they've bought smartly – might be the best lesson a retailer can provide. GO SOCIAL F acebook, Twitter and the entire world of social media offers applications for retailers that are limited only by the imagination. There is a cost, of course, usually to pay a dedicated employee or to account for the time staff members are required to commit to the task, but many retailers are finding social media a great way to build new connections and business. Michael Cimini owns two stores in central Massachusetts (Austin Liquors in Wooster and Shrewsbury) and a Sav-Rite Liquors in North Haven, Beverage Dynamics • www.beveragedynamics.com • March/April 2013 • 67