WHY RETAILING IS SO IMPORTANT BOOSTING YOUR REVENUE IN 2023

Now is the time for operators to look ahead, developing opportunities and experiences to boost custom and bolster sales. People are still going out and socialising even though purse strings may have tightened, particularly if they feel they’re getting good value in terms of an experience they can’t have at home. Subsequently, promoting your venue and events is vital to attracting patrons.

With drinks sales in the Scottish on-trade currently up +3.7% ahead of the rest of UK[1], it’s the prime time for pubs and bars to capitalise further and benefit from new ideas. Star Pubs & Bars provides unrivalled support to its licensees, helping them to build enticing experiences for their customers, to drive footfall, increase sales and encourage repeat visits.

Exclusive event merchandising

Getting the atmosphere right for sporting occasions is crucial in both driving footfall and sales in venues, with recent data uncovering that 38% of pubgoers agree they will spend more on alcohol at the pub during a match[2]. The main reason consumers visit pubs and bars for sporting events is for better screens and being around other fans[3]. Kitting out spaces and considering merchandising to appeal to sports fans is therefore an easy and low-cost way to attract custom.

Star Pubs & Bars offers all sites the chance to opt-in to receive free POS packs for key retailing occasions throughout the year, to help operators communicate and drive footfall boosting activations. During the Six Nations, for example, Star Pubs & Bars’ POS activation kits delivered an additional £1,300 in retail sales to those who used them, versus a control group who didn’t[4].

Thumb-stopping social media

Today’s consumers plan their visits to on-trade venueås in much more detail, with one in four checking a venue’s social media page before visiting[5]. Star Pubs & Bars tested this with a centrally driven social media campaign for one of the major football tournaments in 2022. The promotion used targeted Facebook adverts to drive footfall into venues and resulted in being seen over 1.6 million times and encouraging custom[6].

Make the most of social media channels and keep customers in the loop about upcoming events and special offers to attract additional footfall and encourage patrons to spend more time in your venue, consequently making more purchases. Star Pubs & Bars can support its licensees on their social media journey with digital marketing training modules and the chance to take part in social media promotions with HEINEKEN UK’s iconic beer and cider brands. Additionally, the Star Pubs & Bars social media builder is available to use free of charge to operators and has a range of readymade assets to personalise and post on social channels.

Benefit from supplier discounts

One in three customers will visit a venue’s website to see the drinks menu before going to the pub[7], so having digital menus available is very important. Star Pubs & Bars has negotiated an exclusive deal with ToGo who can help operators to create an optimised website. What’s more, to help operators grow their food and drink offer, Star Pubs & Bars licensees gain access to a range of exclusive supplier discounts through the Star Buying Club.

Tailored POS assets

The rise of pre-booking has skyrocketed in the post-pandemic world, with 76% of consumers pre-booking a visit to a venue[8], and having visibility of upcoming events is key to driving this. Star Pubs & Bars licensees have access to Star POS Direct, an invaluable tool to help create bespoke point of sale assets. From external signage to attract passers-by, to table talkers and strut cards encouraging them to visit again by showcasing your offer and upcoming events, the website has a huge selection of point of sale items available to personalise and order. Additionally, all Star Pubs & Bars licensees automatically receive 50% off every order placed via POS Direct.

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The Magic Of Capri

TRY IT MIXED!

Di Capri Tonic Ingredients

50 ml Limoncello Di Capri

150 ml Tonic water

Sprig of mint

Lemon zest

PREPARATION

Pour all the ingredients into a highball glass filled with ice. Stir and garnish with a sprig of mint and a lemon zest.

Di Capri

SPRITZ INGREDIENTS

75 ml Prosecco

50 ml Limoncello Di Capri

25 ml Soda

Sprig of mint

Lemon twist

PREPARATION

Pour all the ingredients into a white wine goblet, add ice cubes and stir. Garnish with a sprig of mint and a lemon twist.