MARKETING
Feature
Consumers Buy
lays p is D in ee S What They • • • •
holidays, major sporting events, seasonal holidays, etc. Make sure the leading brands are always kept cold in the chillers. Floor stacks can create additional display areas and improve availability, especially when on promotion. Consider driving sales through cross merchandising or link buys. Think about in-store theatre.
Merchandising Tips for Ciders Image by Jason Alden, One Red Eye
I
f you’re not putting your brand on a ‘display’ you’re less likely to put your brand in the shopper’s basket. According to the study results of the Consumer Buying Habits conducted by the Point of Purchase Advertising International (POPAI), in-store advertising is the “last three feet” of any comprehensive and integrated marketing plan and it heavily influences consumers in their purchasing decisions.
should be changed frequently to keep consumers stimulated every time they visit your outlet.
POPAI promotes the importance of Point of Purchase advertising in the retail environment by bringing together brands, retailers and service providers.
At The Bar
Before a customer even puts a foot through your door you can get them thinking about your special offer. For example, a message about your wine offering on a chalkboard near the entrance is ideal and you can use this opportunity to showcase a special deal, to communicate by-the-glass price or to simply convey a warm wine-related welcome such as “Great food and great wine within”. If your pub or restaurant has an outdoor seating area you may also consider branded parasols, bunting, chalkboards and posters. Consumers pay attention to displays and signs and make sure your Point of Sales messages are communicated much faster and clear. Your Point of Purchase material 32
www.spotongmag.co.za
As the result of the findings it’s clear that trading outlets and brands that fail to provide the in-store marketing and education the consumer seeks out risk pushing customers into the arms of traders and brands who are embracing in-store marketing.
Fridges and shelves are not only for the practical chilling and storing wines; they are a ready made display area so arrange the wines to look visually appealing. Use bottle boards and chalkboards to communicate your special offers. For example, a simple message stating the wine, the way it tastes and the price will do the trick.
Bar Staff Staff members can do their bit as well by wearing branded aprons and shirts that will give extra visibility to your brand and special offerings.
Merchandising Tips for Beers Make sure you have a core range of the key market-leading beer brands. • Plan for uplifted sales during public
Cider is a fast growing sector in the alcohol market that you can penetrate. • Ciders have strong regional preferences; make sure you take advantage of the area’s regional tastes. • Ensure the product is always chilled. • Focus on key brands. • Premium ciders are the major providers of value and cash margin; make sure you have enough brands at all trading times.
Merchandising Tips for Wines
• Use your chillers to display a range of white wines for customers who want a table-ready bottle. • Don’t neglect expensive wines – customers will trade up for special occasions. • Feature promotional offers both on the fixture and by having floor displays. Try multi-buy promotions and “wines of the month” deals. • On the other hand, don’t simply feature cheap wines because it will encourage down trading.
Merchandising Tips for Spirits • A wall bay location is best suited for this product category. • Try, if possible, to allocate at least one full bay to enable clear identification of this section. • Block products vertically. • Locate this section late in the traffic flow close to the till point. • Stock a focused range of spirits and liqueurs. • Position deluxe/exclusive lines on the top shelf/shelves, premium brands at eye level and price fighting/own label on lower shelves. Allow for promotional space at eye level. • Keep the fixture full and bottles dusted regularly.
