Oliver asks and gets 21% more

Oliver Hutchinson, owner of Boscawell Stores, in Pendeen, Cornwall, has never looked back since getting advice from the FWD Take Home Blueprint team.

In one year his sales have increased by 21% and the scheme has completely changed the way in which he manages his alcohol category.

“I have learnt so much from the Blueprint team and the planograms are now invaluable to me when re-ordering and replenishing my fixtures,” explained Oliver.

“In fact, I now only order what is recommended on the plans as I know that these are the tried and tested brands that my customers are looking for. Sales have risen across all my alcohol categories and this has definitely boosted overall shop sales as well,” he added.

Boscawell Stores is a typical Cornish village shop that benefits from local trade as well as the many tourists that visit the area. While the store was beautifully presented prior to the Blueprint visit, the fixtures were in no particular order and Oliver’s range of wines and beers needed tailoring to fit the diverse customer base he was serving.

Ian Davey, Blueprint regional merchandiser for the south-west region, first took Oliver through the planograms advising him on which brands he didn’t have in stock and should consider stocking.

He then re-merchandised the fixtures, separating the white and red wines and blocking them by country. The beers were also re-merchandised, with a core range placed in the double door chiller to capitalise on customers wanting their beer or wine ready-chilled to ‘drink-now’.

Oliver had a large selection of PBAs (premium bottled ales), which had been previously mixed in with the rest of the beers, lagers and cider category. As a result Oliver wasn’t experiencing the kind of success he had anticipated from this growing category.

However, under Ian’s advice, the PBA’s were moved out of the beer fixture and blocked separately and has since picked up in popularity.

Oliver explained: “Thanks to the Blueprint I now know so much about looking after this category and how to make it work and be profitable for me.

“The fixtures look great and it’s simple to keep them in a tip-top condition just by maintaining the planogram and ensuring that the brands are all faced-up properly. It’s not ground-breaking, but its effective and it works.”

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