Post Office’s spirited fight against local competition

Parvez Bhatty, owner of the Anstey Post Office, near Leicester, called in the FWD Take Home Blueprint team to help him compete with a national multiple store when it opened nearby.

The result was a win all round for Parvez and for the customers in his local community. Parvez has increased his off licence sales, customers are buying the brands they want, and a wine tasting in the shop proved a great success.

The first step in the process came when Parvez decided he needed to increase visibility in his spirit’s category. He explained: “There is a lot of investment tied up in my range of spirits and therefore I needed some help to boost the sales and my cash flow. Due to the high cost of these products, they are located behind the till, and moving them to self-select isn’t an option due to space.

“Penny Gildory, the Blueprint advisor, visited my store and suggested I raise the shelves so that they are more visible to the customers and also helped tailor my range to the Blueprint guidelines. Since doing this, we have seen an increase in sales in this category of over 20%.”

On the back of this instant success on the spirits category, Parvez invited the Blueprint team to help in other areas across his off licence category. One area he had particular concerns with was his range of wines.

There was a good variety of brands across red and white but they were not merchandised in any particular order. The wines were re-merchandised according to the Blueprint planograms, splitting the range by colour and then by country.

It was also recommended to Parvez to invest in chillers, not only for his wines but also beers and lagers.

A special ‘offers’ fixture was created near the door to catch customers’ attention as they enter the shop, highlighting 3 for pound;10 promotions and wholesaler offers.

The next step was to promote the remerchandised wines with a tasting event – another part of the Blueprint offering, providing Parvez with the POS materials and tasting cups to stage the in-store sampling. The Blueprint recommends which wines he should concentrate on and how to make the best of the offer to encourage follow-on sales.

The whole evening proved to be a resounding success with large numbers of customers visiting the store and sampling the wines available. More importantly, they were also buying these wines and Parvez was delighted with the amount of stock he sold in one night.

Parvez said: “I would recommend the Blueprint to anyone, as I know first hand that it works. They can always find a way to help boost sales, and I know that I am proving to be more than a match for the local competition.”

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