‘I can’t thank the Blueprint team enough’

Shaista Shah, owner of Shah and Son in Fordland Place, Sunderland, has revitalised her off licence sales, with thanks to the Take Home Blueprint.

Wine sales are particularly on the increase since the Blueprint team re-merchandised her store just over a year ago, up more than 27%. The re-merchandised fixture has enabled Shaista and her staff to better display the great range of wines on offer.

Splitting them into red and white and then by country has made it easier for customers to browse the shelves, and more likely to turn into an actual purchase.

Shaista explained: “I am over the moon with the way the fixtures are looking, and the increases in sales speaks volumes as to how much the Blueprint has improved my store.

“The wine fixture in particular has benefited from the Blueprint makeover as it is clear to see what we have and therefore my customers are no longer frightened or overwhelmed by the wine available. They can spend their time looking at exactly what’s on the shelf, easily finding either a red or white or if they are after a specific country.

“What’s more, they are more likely to buy a couple of bottles across a variety of brands rather than come in and buy the same single bottle of their usual brand which was what was happening prior the Blueprint coming in,” said Shaista.

While Shah and Sons is a relatively small convenience store it is located on a busy road with lots of passing trade, with the alcohol section accounting for a large part of the store.

Therefore without the correct merchandising or stocking the right range, Shaista was missing out on crucial sales and not maximising the opportunity that her location was presenting to her.

The Blueprint help and guidance has allowed Shaista to phase out slow selling brands and replace them with those brands that customers want with instant results.

Under the Blueprint recommendation, a core range of white and ros eacute; wine, as well as beer, lager, cider and ARTDs, have been placed in the well-located double door chillers.

This has helped Shaista not only improve on sales but also build a reputation locally as being able to offer her customers exactly what they are after.

She said: “Since the Blueprint was implemented people come into our shop knowing that we have a great range of wines and beer. If they want something to drink that night, they know they can get it ready-chilled here. They don’t need to go to a specialist shop, because our range is now as good as any specialist.

“I can’t thank the Blueprint team enough. They are very approachable and the knowledge and know-how about the off licence category is fantastic and can be backed up by my constantly improving sales figures.”

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