Cider success – sales up 20%

Independent off licence Jubilee Stores has seen a significant increase in its off licence sales, including a 20% increase in cider sales, thanks to the help and advice from the FWD Take Home Blueprint scheme. The large store had a complete overhaul of its off licence category after the owner Harpreet Singh contacted the Blueprint team looking for some clarity for his alcohol section.

Harpreet explained: “Running a busy shop meant that we were sometimes struggling to keep the off licence section how we would like it. Stock would run low and brands would get mixed together just to keep the shelves full. Customers only browse for a short time, so if they can’t find what they want straight away then they will go elsewhere.”

The Blueprint team re-merchandised the large alcohol section to the planogram, including the cider section which Harpreet felt was underperforming, mainly due to the presentation of the fixture with the ciders mixed in with ales and lagers. The team also recommended certain brands and products that appear on the plan but that Harpreet was missing from his shelves. Under the Blueprint’s recommendation, he also invested in a large open chiller for his wines and beers, which has had a huge benefit for his impulse and drink-now sales.

The results were instant, with the store looking more professional and attracting more footfall. In addition to the rise in sales of cider, sales have had a massive boost across the entire alcohol section. Beers are now up 10%, ARTDs +20%, spirits +30% and wine seeing the biggest impact, increasing by 40%.

Harpreet said: “The visual impact of the Blueprint is very impressive. Everything is blocked as per the planograms and you can see instantly where each brand is. It’s made life easier for my customers and me also, as I can now easily tell what is selling and what needs stocking up, so re-ordering is a simple task.

“Wines are up 40% and that is mainly due to the logical way they are presented. Merchandising in country order with the flags to help customers find a particular variety of wine has proved very popular.”

Harpreet added: “For small businesses it is invaluable to have free services like the Blueprint that really deliver on what they promise. The advice is impartial and there are no hidden agendas or suppliers pushing their own brands. The Blueprint only has the interest of our shop and increasing our profits in mind.”

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