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: https://read.dmtmag.com/i/658171
Customer Engagement 66 Beverage Dynamics • March/April 2016 www.beveragedynamics.com know that one of his favorite wines just arrived but hasn't been stocked yet. "In the same manner, customer data allows the store asso- ciates to introduce products the customer may like since they have visibility to their purchase history," Harrington says. "For example, asking them if they liked the bottle they bought during their last visit and recommending a similar brand can provide tremendous value to the consumer beyond merely purchasing a product. It creates a connection to the store and enhances their affi nity and loyalty." While retailers should always train staff to be personable, friendly and interact with customers, technology also plays a big role when it comes to improving in-store engagement. In addition, proper in-store engagement can help retailers upsell products, while guiding customers through the beverage selec- tion process. Caitlin Croswell, director of marketing and e-commerce at Latitude Beverage Company, says that ultimately, the majority of alcohol purchases take place in store, so engaging at the point of purchase is essential. "Alcohol, particularly wine, can intimidate customers as they are not sure what to buy, and are in need of a helpful resource to answer their questions and offer advice," Cros- well says. "Lack of knowledge or familiarity can be obsta- cles to purchase, so one of the most powerful steps you can take to aid a purchase is to help customers better understand your products and the overall landscape to put them at ease and make them feel more comfortable with a purchasing decision." LOOKING AHEAD As we move into a more digital age, even the way we pay for items is becoming more automated. Herian stresses that while analytics and social media are making small businesses more personalized than ever, human interaction will arguably remain the ultimate customer experience, and the key to strong customer engagement. "Consumers like to frequent businesses that fi t their needs, preferences, personal interests and lifestyles, but many still ap- preciate a more personal connection to the places that they shop and the owners of those stores," Herian says. "Even though tech- nology cannot replace that human element of interaction, it can help provide valuable tools that help retailers create better and more personalized communications with customers, ultimately driving sales for the business." Lisotta is seeing that younger generations are overwhelmingly changing the way retailers market their company. Instant gratifi - cation is sought out by most Millennials, whether they are aware of it or not. "Long term loyalty programs will no longer suffi ce to keep cus- tomers engaged and companies will need to pick up the pace to stay relevant in the retail industry," she says. "Consumers have al- ready started to not only shop by price or product, but also by the added value provided from great customer service and integrated lifestyle marketing. Customer engagement has only just begun." BD MAURA KELLER is a Minneapolis-based writer and editor. She writes for dozens of publications on a variety of business-related topics. When not writing, Maura serves as executive director of the literacy nonprofi t, Read Indeed. "Alcohol, particularly wine, can intimidate customers as they are not sure what to buy, and are in need of a helpful resource to answer their questions and offer advice." — Caitlin Croswell, director of marketing and e-commerce, Latitude Beverage Company