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/675795
14 Beverage Dynamics • May/June 2016 www.beveragedynamics.com [ RETAIL PROFILE ] way that Yankee Wine & Spirits has built up this critical online following is by directing customers to the sites while in-store. When someone comes in looking for something hard to find (or sold out), Ciskey suggests that they follow the store's social accounts for stocking updates. The business card he hands out has all the store's links printed on the back, to facilitate customers making these digital connections. "I try to be very active on all our accounts–Instagram, Face- book and Twitter," Scott says. "I try to be on them at least once per day." Scott also created and launched the store's new, modern web- site. It took him over 160 hours to build, he recalls, with the site going online about four months ago. The store uses the website to post info like events, coupons, a blog and new products. Google Analytics allow Scott to watch and measure how people interact with the website. Most people land on the home- page and the website averages about 400 clicks per day. "That's not huge, but it's growing," Scott says. "The first month we were getting only 100 each day." Facebook has been even more successful for Yankee Wine & Spirits. On a slow day their page receives 200 clicks — on a better day, 1,000-plus. It's become a consistent source of connecting with customers. It's also an effective form of customer service. People post questions for Yankee Wine & 1 4 H O U R S Ciskey and his team WORKED PER SHIFT during the renovation. 7 H O U R S 4 D AY S TOTAL it took to COMPLETE the makeover. "WE DID EVERYTHING WE COULD TO ACCOMMODATE OUR CUSTOMERS AS BEST WE COULD." —CHRIS CISKEY, OWNER OF YANKEE WINE & SPIRITS The store was renovated top-to-bottom shortly after Ciskey purchased it. Despite an increase in beer offerings, Yankee's primary focus is still wine. Yankee Wine & Spirits was CLOSED during the time of renovation.