Beverage Dynamics

Beverage Dynamics - January/February 2017

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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16 Beverage Dynamics • January/February 2017 www.beveragedynamics.com GOING MOBILE Piggybacking on the online ordering system is Tower's new mo- bile app, which launched in late 2016. In addition to the online ordering function, the free app includes promotion details, tasting room event information and several other features. Future plans to enhance the app include adding a live chat feature to allow customers to communicate with in-store staff via smartphones. Tower is currently promoting the app via in-store fl yers, local billboard advertisements and social media pushes. Sheron re- ports that one of the most effective ways to get customers to download the app has been setting up an in-store table run by a Tower staffer, who tells customers about the app and helps them set it up on their phones. Tower's mobile app has the potential to be a great marketing tool for the company, which also employs a full-time marketing director. The business is highly active on social media and has focused much of its overall expansion efforts in recent years on growing the Tower brand. "Our goal is to make sure if some- one in Atlanta is thinking about liquor, Tower is the fi rst name that comes to mind," Sheron says. Another priority for Tower is making sure that once a customer sets foot in one of the store's loca- tions, they can fi nd exactly what they're looking for. With so much space at each store, Tower is able to offer a wide variety of products. However, it's still a constant challenge to keep pace with continuously shifting trends. "I remember how fl avored vodka was such a big push a few years ago, but now it's tapered off quite a bit," Sheron recalls. "Right now in this area, Bourbon is very popular and liquors are also doing extremely well. Wine is a category that's constantly growing, and as customers become more educated about wine and all beverage products in general, they've also become willing to spend more money for a more unique or high-quality product." Georgia laws can pose some problems for customers who want to get their hands on something specifi c: for example, retail- ers aren't allowed to carry any beers that contain more than 14% alcohol by volume, requiring Tower staff to explain that rationale to customers. However, the business is committed to obtaining the products a customer wants even if the stores don't currently have it in stock. Special orders are always available, and Sheron reports that the company generates a large amount of sales in special orders each year (a number that has continued to rise). How can a retailer effectively stay on top of so many dif- ferent trends? One way is by having good relationships with Tower's Doraville location hosts events every week in its adjacent tasting room. 100 people work at Tower's two locations. Maintaining a Legacy

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