Conference Review

Buying bible keeps Parfetts on track

The Blueprint was used as a “buying bible” when Parfetts set up their new depot in Sheffield in November last year, Drinksumit was told. Paul Bond, a trading manager at Parfetts’ Aintree depot who has worked for the company for 15 years, said the company had used the Blueprint to establish a branded core range within its six depots for the past 11 years.

He added: “It makes life simple, improves our buying power and therefore importantly our selling price. It gives me the flexibility to buy in managers’ choice products that bolt into the advice and mirror the Blueprint scheme in depot.

“A big plus point for us is the rationalisation of stock. The Wine Blueprint has proved invaluable in this area and five years ago got us quickly catching up in the market to capture the trend to New World, giving us a balanced range with top sellers and retailer choice.”

Bond said the company’s business development managers use the Blueprint when developing and merchandising customer displays. He said: “Every one of our BDMs is trained in Blueprint as it not only delivers results for alcohol but also establishes simple disciplines and practices for the rest of their business.”

The development of Wine Wheels has been particularly welcomed, he said, especially in stores that used security screens where consumers were unable to physically pick up a bottle and read tasting notes.

“Another benefit is that it is a fantastic training tool for retailers and their staff. A great number of our customers don’t drink alcohol so anything that helps them communicate wine qualities to their customers is a major step forward.”

Bond said his experience of the Blueprint, and the results retailers had achieved with it, had turned him into a “Blueprint evangelist”.

“Simply by following the Blueprint principles we know we are offering our customers a high standard of service, which benefits all our businesses. Ultimately if our customers sell more stock by implementing the Blueprint then so do we.”

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