Ross Shelley, scheme director for the FWD’s Take Home Blueprint, spoke about the change in Blueprint’s approach, explaining: “Our focus this year has been on wholesalers and their retailers.”
Shelley mentioned that many companies, including Turner Wrights and Costco Wholesale, had benefited from internal training sessions on Blueprint and retailer club conversions. He said: “Our objective is to deliver Blueprint through wholesaler and retailer partnerships where increased business benefits all parties.”
He spoke about Putting Leaders On Display (PLOD), and the security caps that give a practical solution to combat shrinkage, allowing retailers to move their spirits range out from behind their counters. “Self selection is the key to sales growth in the spirits category,” he added.