PLOD initiative helps to drive sales of spirits

The true value of the Take Home Blueprint activity in driving sales for independent retailers supplied by wholesalers is taking a new direction in the spirits market.

The Federation of Wholesale Distributors launched the Blueprint in 1994 as educational guidance for independent retailers. Since then they have become the industry benchmark for beers, wines and spirits, fortified wines and ARTDs.

Now the integrity of the Blueprint principles is the foundation for trialling a new concept of selling spirits in local stores.

This is the PLOD scheme, or Putting Leaders On Display. Spirits in 70cl sizes are being removed from the usual glass fronted cabinet behind the counter and transferred to open shelving near the till.

Security caps are fixed to the bottles which are then removed on sale by the retailer. A thief has to smash the bottle to get to the liquid.

By exposing the product to the consumer in the way they see it on sale in the superstores, and giving brands more visibility in store, PLOD is slowly but surely proving to be a winning idea.

Initiated by IMA Group, the Manchester marketing agency contracted by FWD to implement the Blueprints, the PLOD concept now has another independent retailer winner.

See page 42 for the full story of Simon Jones and his 29% increase in spirits sales thanks to the Blueprint, PLOD and FWD.

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