Beverage Dynamics

Beverage Dynamics - March 2015

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.

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26 Beverage Dynamics • March/April 2015 www.beveragedynamics.com [ RETAIL PROFILE ] acts as a wholesaler to various restaurants, bars, and clubs across the state, expanding the range of their business even more. FOCUSING ON CUSTOMERS When you ask the Rydmans what factors have contributed to their company's growth and success over the years, they insist that ev- erything boils down to one main thing: a focus on customer service. "My grandfather had a slogan that he always used: 'You are my only customer,'" Lisa recalls. "We had buttons made with that saying on it. The idea is that the one customer in front of you at any given moment is the only one you need to think about. That person de- serves your full attention and best possible service. We've continued to pass that motto along to our employees." With the help of more than 3,400 employees spread across the state, Spec's has managed to build a reputation of providing high-quality service and "just being nice," as John says. There's no structured customer feedback program in place, but the Rydmans make it a point to reach out to their employees to hear what cus- tomers are saying. They also maintain a hands-on relationship with customers themselves. Although the Rydmans generally steer clear of titles ("We all do a little bit of everything," Lisa says), John serves as the company president, overseeing senior management and business operations. However, he's also a very present fi gure in the communities where his business operates and many of his longtime customers have him on speed dial. "Just this morning I've had two calls on my cell phone from customers who are looking for a specifi c kind of product, and I have three letters from customers in my offi ce telling me about the good experiences they've had in our stores," John says. "We all have our names and contact information out there on the website. We're ab- solutely available to everyone at any time." Lindy Rydman, who oversees all company personnel, also works the sales fl oor every Saturday. Lisa, who heads up marketing and advertising, along with Spec's food departments and charitable con- tribution efforts, is also a regular fi xture at various stores and makes connecting with customers a priority. PROMOTIONS AND EVENTS Aside from its hands-on leadership team, Spec's brings customer service to the forefront in other ways, such as through educational opportunities. At least one store in each market is equipped with a classroom space utilized to run various seminars, courses and tastings. Events are held at those locations approximately eight or nine times each month, and almost all offerings are free to customers. (In fact, the only time Spec's ever charged money for a program was when it offered a multiple-course food and wine pairing dinner. Tickets were $35 per person, and a portion of each ticket sale was donated to a local charity). Recent events held in Spec's classrooms have included "Wine 101" and "Spanish Wines" courses, cigar classes and special tastings hosted by representatives from various wineries. The superstore also holds Spec Fest multiple times per year in the company's largest markets. These outdoor, family-friendly festi- vals feature live music, food samples and a large selection of products available for purchase: more than are generally offered at any one store. An average of 400 to 500 items are also on sale in the store itself during Spec Fest, making it one of the largest sale events of the year. While wine, beer, and spirits continued to be the retailer's primary focus, the Rydmans introduced specialty food items and cigars into their product lines.

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