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/346136
14 Beverage Dynamics • July/August 2014 www.beveragedynamics.com [ RETAIL PROFILE ] Across all fi ve Sherlock's stores the breakdown for beverage alcohol sales is 40% wine, 40% spirits and 20% beer. meet our customers' needs if we want to continue to be a leader in the marketplace." "We created a complete package in both the big stores with up- dated graphics, with a sharper, cleaner, more modern and up-to-date feel as opposed to our fi rst generation of retailing stores, with all the major brands piled high on the fl oor and lots of boxes visible," says Bryant. "And all indications for us is that this has been a positive change for our business." With so many different types of retailers looking at beverage alcohol, wine and beer in particular, and the number of outlets in- creasing, standing out as a specialist is crucial. "We recognize that; we already have an educated staff on the fl oor to assist clients, and now we have a clean, fresh shopping environment and an in-depth portfolio, so it's less appealing for our customers to pick up their bottle of wine in one of the many other outlets that are trying to get into the business and more appealing for them to come to us." PERSONALIZING DISPLAYS Bryant notes that merchandising trends have dramatically changed as have customer shopping needs, and today there's far less appeal to enormous fl oor display extravaganzas centering on holidays — Santa sleds and trees at Christmas, barbecue sets, beach chairs and tents during the summer, for example. Today, fl oor space is too valuable to expend on any one brand, and many retailers prefer to have in- store displays personalized at the unit level. In addition, the quality of displays now available from suppliers has decreased, says Maske, making a do-it-ourselves approach likely to work better. "We now personalize the displays in the store ourselves. That approach brands Sherlock's better in our customers' minds, and also gives a sharper, crisper, less confusing and chaotic shopping experience for the con- sumer in general." While the square footage of the two full-fl edged wine and spirits stores hasn't expanded, the reset has created a more fl exible shopping space. "It's enabled us to offer a broader selection, more skus and to show them to our customers in a more effi cient and better catego- rized manner," says Maske. Aisles are easier to maneuver, and now all signage of any type is branded with the Sherlock's logo. "Whether it's a sign for cabernet sauvignon or anything else, there's a much bigger focus on Sherlock's as a brand, which we think is important to reinforce the changes and emphasize who we are," says Maske. Bryant uses fl avored vodkas as an example of the ways sudden shifts in consumer interest means retailers need more fl exibility in buying and merchandising. "With all the fl avors and brand exten- sions, it's harder to show the consumer these different products and fl avors by just putting them on display the way we used to. This cleaner style creates an environment for the consumer that encour- ages them to stay in the store longer and that affects the dollar ring. "There's been a tremendous infl ux of product line extensions, new brands and so forth and we feel like this gives us a better environment in which to feature them," says Bryant. Of course, not every brand extension and innovation makes it onto their shelves. "New products have to fi t in our portfolio, and each time we have to consider whether we need multiple items in the category or if we already have a suffi - cient number," says Bryant. "It's the challenge of being a retailer. But today, getting those innovative brands - whether craft beers or spirits, the new packaging formats for wines and so forth — into the hands of our customers, we feel like were doing a good job with that." In addition to opening up the space in their recently renovated Ma- rietta store and providing improved graphics and lighting, Sherlock's execs has taken advantage of the reset to increase point-of-sale infor- mation and shelf notes to enhance focus on the expanded product se- lection and to better merchandise and market all their selections. In the