Parfetts Cash Carry customer, Lanigans Store in Walton Vale, Aintree is way ahead in the race for bigger licensed sales thanks to the FWD Take Home Blueprint.
Owner Wendy Lanigan contacted the Blueprint team for help as she wanted to improve the space allocated for alcohol and increase the range she currently had on offer.
Take Home Blueprint operations manager Paul Adshead was quickly on the case, with a visit to the store to assess the situation. Right away he could see a massive potential for alcohol sales that was not being utilised, with all the licensed lines concentrated in one small section next to the counter and most of the chilled space given over to soft drinks.
Paul explained: “Wendy has a great store in a great location but the space she had allowed for her alcohol meant that her sales would always be limited. However, with help from the Blueprint we recommended what range she should be stocking and also how to improve the layout to capture more sales.”
After assessing what needed to be done, Paul suggested that one of the two large dairy decks currently devoted to soft drinks should be turned over to alcohol. He also recommended a number of lines that Wendy could easily pick up from her local wholesaler, Parfetts Aintree depot, just up the road.
Two weeks later, Paul returned with area merchandiser Joe Mitchell, and work began in earnest. The team utilised the newly freed up space in the chiller to its best advantage by filling it with a comprehensive range of beers, ciders, ARTDs and wines.
Red wine was also displayed in its own dedicated fixture opposite the chiller, while spirits were given pride of place near the store entry – a position which would normally be unthinkable for this category, but which was made possible with the PLOD security caps.
The Blueprint remerchandise had other knock-on effects for the store. The old door-opening fridge that had previously held alcohol could now be used to create a dedicated dairy section and this proved very successful – in addition to the strong increase in sales from the newly created licensed section.