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/777147
www.beveragedynamics.com January/February 2017 • Beverage Dynamics 15 Each store has slightly different product offerings. Green- baum cites the different customer demographics as a primary reason for this, explaining that the Atlanta store is located in a more affl uent area and generates higher wine sales than the Doraville store, which results in a higher profi t margin overall. Conversely, the Doraville store consistently generates more sales in the beer and value brand categories. Along with a growing economy, physical growth within At- lanta's city limits over the years has improved sales at both lo- cations, which continue to see annual profi t increases. However, with growth comes a new set of operational challenges. "Atlanta has grown so much that the type of customer has also grown," Greenbaum explains. "There are many more Mil- lennials living in the city than there ever were before, and they look for different products and constantly keep us on our toes. It's a challenge to stay on top of trending products and keep people satisfi ed." MAINTAINING A PLACE AT THE TOP How does the Tower brand keep up with changing customer demand and remain a go-to destination for customers? Tyler Sheron, the company's Purchasing Director, says that despite the changing trends, Tower remains committed to its two core principles. "Customer service and selection are at the heart of ev- erything we do," Sheron says. "We have a large staff at each location, so when you walk into either of our stores, you'll instantly be greeted by someone who's friendly, knowledge- able and ready to help you out. Also, our selection is second to none. Both of our stores are huge, and that allows us to carry a wide range of products - from everyday stuff to unique products from around the world." That distinction is important for Tower. Although the company has a longstanding history in the Atlanta area, economic growth and an expansive industry have resulted in much more competition than Tower faced in years past. While independent retailers in Georgia all must abide by the two-store limit, other retailers such a grocery stores (which are prohibited from selling beer or liquor in Geor- gia) have tried to close in on the booming wine market. Despite those challenges, Tower has remained successful. Sheron says the two-store limit can be frustrating from the perspective of wanting to grow a business. However, as compet- itors in Georgia are all faced with the same limitations, it simply forces Tower staff to think outside the box and come up with innovative ways of maintaining and expanding its customer base. One way that Tower is making its products more accessible to customers is by tapping into web and mobile engagement. While Georgia doesn't allow customers to purchase alcoholic beverages online or for retailers to ship them directly to consum- ers, Tower's website allows customers to view a comprehensive inventory of all in-stock products, place an order, and pick up at one of Tower's two retail stores. The online order placement helps customers save time and shop at their convenience. MAINTAINING A PLACE AT THE TOP How does the Tower brand keep up with changing customer demand and remain a go-to destination for customers? Tyler Sheron, the company's Purchasing Director, says that despite the changing trends, Tower remains committed to its two core principles. erything we do," Sheron says. "We have a large staff at each location, so when you walk into either of our stores, you'll instantly be greeted by someone who's friendly, knowledge- Despite those challenges, Tower has remained successful. Owner Michael Greenbaum and General Manager David Halliday. "W don't hv to kp rinvntin th whl, nd w'v lso rnd our rputtion s bin th o-to spot for customrs lookin for rt srvic nd qulit products." − MICHAEL GREENBAUM, OWNER