Blueprint pushes cider sales to all time high

Aberaman Convenience Stores in Abadare, South Wales, has seen a dramatic increase in its off licence sales, including a 21% rise in cider sales, following an FWD Take Home Blueprint makeover.

The large convenience store is centrally located within the Welsh mining village, and therefore has a large and loyal customer base. However, while its turnover was high, father and son owners Ahsan and Imran Malick believed that they weren’t making the most of their off licence category. Ian Davey, Regional Take Home Blueprint representative was called in to help boost their sales.

Ian explained: “The shop is in a great position and obviously does well. However, due to the high turnover of stock, the fixtures weren’t maintained in any order and in particular the Malick’s beers and ciders were mixed in together on the same fixture.

“The cider category has seen the biggest increase, as before the remerchandise you could barely tell what they had to offer. Now they have their own fixture and are blocked according to the Blueprint plan, the range is clear to see and this is obviously attracting increased sales too.”

In addition to the cider, the rest of the off licence has also seen a significant increase in sales, with wines up 20% and beers and lagers increasing by 17%. Beers and lagers now benefit from being chilled and better displayed so customers can browse the entire range, separate from the ciders, and wines too have improved. Customers have commented on the country of origin flags that help identify a particular region of wine that they are looking for.

Ahsan explained: “The difference the Blueprint has made is fantastic. Not only is the off licence more presentable, but our sales have increased, especially with the ciders, which we didn’t believe would be possible.

“We now stick to the plan religiously, and it certainly helps us in the day-to-day running of the store. Maintaining the fixtures is so much easier, as we can track exactly what has sold and what we need to re-stock, just following the plan as our guide.

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