In its 12-year history, the FWD Blueprint team has reported time and again the sales increases that retailers have experienced thanks to the implementation of the Take Home Blueprint guidance.
Mr Convenience in Great Sankey, Warrington is no exception. Ansir Amin already owned three other stores in the area when he decided to take over the 3,000sq ft shop in the Warrington area. With 23 years experience in the alcohol retailing trade, Ansir knew that to make this store a success it needed a complete makeover.
“We received the call from Ansir through the Blueprint helpline. It was obvious that this was a major project for him and he was enlisting as much help and knowledge as possible to get his store off to the best possible start,” explained Ross Shelley, scheme director of the Take Home Blueprint.
Along with Blueprint operations manager Paul Adshead, Ross devoted three days to the overall makeover due to the sheer size of the off licence and the quantity of stock that needed to be put on display.
The ales, lagers and ciders section was categorised in the new dairy decks and, as Ansir had used the Blueprint as his stocking list, it meant Ross and Paul had the correct range to work with from the start with all the key lines available.
The spirits and Alcoholic Ready To Drinks (ARTDs) followed next and then finally they set to work on the wines. Using a combination of ambient and chilled fixtures the wines were merchandised according to the planograms with fantastic results once the shop opened.
Owner Ansir said: “The overall look is superb and my customers have noticed the difference and the look – especially on the wines. The merchandising by country also makes a massive difference for customers wanting to browse what stock I have and the chilled white and ros eacute; has enabled us to profit from customers who want wines to drink now. The ease with which people can browse the fixtures has meant that customers who intended to buy just one bottle sometimes end up purchasing three or four at a time… and we are now selling cases of wine, something which has never happened before.”
Ansir’s sales of wine are going from strength to strength, and on average he is purchasing 50 cases of red and white wine each week from his wholesaler.
A couple of months after the opening, the Blueprint team revisited and helped Ansir introduce a dedicated cider fixture to capitalise on the growing popularity this category. In the first day alone, he sold five cases of the one litre bottles of Magners.
As a result of the implementation of the Blueprint, Ansir’s sales across his entire store continue to increase week on week.
“My customers love the layout and how neat and tidy the fixtures are and therefore are happy to come back again and again and be able to find exactly what they are after. It won’t be long before I give my other shops a Blueprint makeover too,” said Ansir.
For some added Christmas cheer, Ansir again enlisted the help of the Blueprint team for some wine tasting as a boost for sales in the busy period running up to Christmas. Ansir explained: “I know that this is typically a busy time for everyone, having to finish their Christmas shopping, but I was surprised with the great turnout for the wine tasting.
“However, the wine tasting wasn’t just a gesture. It really helped me to introduce customers to new wines. As well as making my customers very happy the tills were full also.”
l Contact the Blueprint Helpline on 0161 440 2770