Kiran Basra, owner of Bierley Superstore in Bierley, West Yorkshire, has seen a 20% increase in his beer sales since bringing in the FWD Take Home Blueprint team for advice on the merchandising and ranging of his alcohol section.
The team was recommended to Kiran by his local wholesaler, Batleys Cash Carry, which is working closely with the Blueprint to bring its sales-enhancing benefits to its retailers’ off licence category.
Kiran explained: “I thought my beer and wines looked good before and was happy with my sales, but since implementing the Blueprint across these sections the whole category has been given an uplift.
“My wholesaler is also happy I am having to order a lot more stock each week and my trips to the cash and carry are a lot more frequent. Stock is moving off the shelves at quite a rate which is great for my turnover,” he said.
It’s not just the beer category that has benefited from the Blueprint. Kirwan’s wine has seen a substantial uplift, with white wine up 35% and red up 15% compared to his sales before the Blueprint makeover.
Kiran said: “Customers are now experimenting with different varieties of wine, and I’ve noticed that many of my regular lager-purchasing customers are buying wine as well. Due to the way it is laid out, customers are browsing the shelf and even trading up to a more expensive bottle which was extremely rare prior to the Blueprint makeover.
“The Blueprint shelf guides are a great help to my customers. The flags direct them to the specific country of origin and they can go straight to their chosen brand or browse for inspiration. As a result my USA and Australian brands have definitely seen a rise in popularity,” he added.
Kiran has seen these increases in his sales across his beers and wines over a four-week period and has already recommended the service to other retailers.
“Even if you think you are doing well in the category with a good layout and range, the Blueprint can help give you that extra boost to get that bit more out of your alcohol sales. For me, the results speak for themselves,” he added.