SF-October-2020

queue actually build excitement in your local community? Apologies for the misquote, but surely someone once mused, ‘The British are always ready to admire anything so long as they can queue up.’” For John Charles Townend, managing director of House of Townend, building a trusted connection with customers is vital. “Being an independent retailer means knowing your customers, not just their names but getting to know their tastes and what they like too.” It’s important to provide product knowledge as part of your service. “One of the most common W hile pubs, bars and restaurants are back open following a blanket closure earlier in the year, some consumers are tentative to return to former habits – but that’s not to say that they’re willing to forgo a great drinking experience altogether. That’s where the independent retailer steps in. Although you’re offering a retail service rather than a venue to bring friends and family to drink together, there are plenty of tools you can employ to make the experience as positive as possible for your customers. “It was three months before the hospitality industry was allowed @specialityfood 36 from the owner. This reminds communities of the individuals behind the shop fronts, the grafters who’ve shed blood, sweat and tears to keep their enterprises afloat.” This authenticity is something that bigger establishments will never be able to beat the smaller independent on. “Larger, cheaper retailers can’t match this personality, however hard they might try,” he continues. Stephen also recommends embracing the queue, and maximising the potential opportunities it provides. “Is this a chance to look at space, layout, and stock selection, he asks? “Can a BRINGTHE ON-TRADE EXPERIENCE IN-STORE This season offers the perfect opportunity to wow customers with your drinks selection and service. Here’s how to do just that own staff).” Explaining the back story of a product plus any quirks unique to the product will serve you well. “We find that our charitable partnership with the British Hedgehog Preservation Society is a great selling point,” says Stephen. “Hair of the hog and all that.” As with every product range you sell, your drinks selection will benefit from your personal touch. “I’m a big fan of the personal touch,” says Stephen. “The shopping experience will be massively enhanced if there’s a handwritten thank you with each till receipt or a socially distanced welcome to open its doors again,” says Pev Manners, MD of Belvoir Fruit Farms, “and whilst the Eat Out To Help Out scheme has certainly helped – restrictions on service, track and trace procedures and social distancing mean that there are still a number of consumers who would rather not venture back into bars, pubs and restaurants – preferring instead to meet up with friends in their gardens or stay at home completely.” With more consumers staying at home to drink, the onus is on retailers to provide the products and services required to not only satisfy customers’ desire for beverages but make the experience a positive one, too. Stephen Marsh, owner of Ginmeister – home to Pinkster Gin and Hedgepig Gin – perfectly captures the balance independents need to master to make the most of this opportunity: “It goes without saying that safety comes first and shoppers want reassurance that processes are in place, but this can be delivered with a light touch and the sort of personality that the big boys can’t deploy,” he says. Go the extra mile Spending time perfectly curating your drinks selection will go a long way in not only attracting shoppers but also leading them to purchase, Stephen says: “Don’t underestimate the importance of a well curated selection of drinks and spirits. A busy backbar packed with dozens of gins, whiskies, and what have you, can be totally bewildering. A handpicked selection of taste- approved brands with a quirky backstory, supported by colourful POS, can make life much easier for people (both customers and your PEV MANNERS BELVOIR FRUIT FARMS STEPHEN MARSH GINMEISTER JOHN CHARLES TOWNEND HOUSE OF TOWNEND GRAHAM GIBSON ALCOHOL SOLUTIONS COMMENTATORS PREMIUMISE YOUR OFFER The drinks aisle is considered a treat for many, which means if retailers are well-stocked they can rely on some heavier spend from clientele and as shoppers splash out, retailers can enjoy the loftier profit margins and premium brand association from stocking luxury brands. MAKE IT EASY TO CREATE A ‘HOLIDAY AT HOME’ Another key trend at the moment is consumers wanting to create a ‘holiday vibe’ at home. Stocking spirits with tropical flavours in bright bottles will add colour on shelf and keeping the mixers and garnish nearby makes for a HOW A THIRST FOR DRINKS CAN INCREASE REVENUE convenient cocktail purchase. Stock some barware to really make the most of this current trend. INNOVATE Creating your own brand of gin or range of spirits can help position a deli or food hall as a must-visit attraction in the area. Using local botanicals will give the products provenance, a consumer pull for impulse purchasers. GIFTING Shelf barkers prompting seasonal occasions and social gatherings, such as Bonfire Night and New Year’s Eve can prompt purchase. Simply gift wrapping an item on-shelf can provide a reason to purchase. Paying attention to your drinks shelf can reap rewards for independent food retailers says Graham Gibson, co-Founder and director of Alcohol Solutions, an independent company specialising in drinks innovation and development. There are an array of tactics to drive footfall into the beverage aisle, from simple shelf signage all the way through to designing your own spirits range – and everything in between. Here are a few options which can be simple and straightforward to administer. LOW/NO OPTIONS Consumers are increasingly looking for low and no-alcohol options too, so now is also a good time to refresh this shelf in your store. This category is bursting with new flavours and options. Those seeking experimentation, choosing to abstain and wanting healthier alternatives will thank you for offering quality and variety. TASTING SESSIONS Offering small (2cl) tasters of new drinks can provide a desirable experience for shoppers and some in-store ‘theatre’ which staff may enjoy as much as the visitors. Consumers will enjoy being entertained and will feel privileged at having a free taster. The outlay of some product will likely be offset by the increased sales of that particular product range. If the pandemic scuppers an in-store tasting, take it online. Give the samples at the point of purchase along with details of your Zoom tasting event. A virtual event also means you can invite drinks experts to host part of the event, no matter where they’re based. There are an array of tactics to drive footfall into the beverage aisle, from simple shelf signage all the way through to designing your own spirits range