Retailer embraces the spirit of Blueprint

Parfetts Cash Carry customer Terry Fieldhouse has reinvigorated his off licence sales and added value back into this category thanks to the FWD Take Home Blueprint.

Despite initially believing that the Blueprint did not offer what his customers wanted, Terry is now experiencing a resurgence in his alcohol sales across his three stores in Doncaster and has embraced all of the Blueprint offering.

Terry has been a successful independent retailer for over 20 years, and has worked hard to build up his TC Minimarket brand in the Doncaster area. He realised that he could potentially get more out of his off licence by moving to more premium range and stocking a core range of key sellers as recommended by the Take Home Blueprint team.

Terry explained: “I was dubious at first that the Take Home Blueprint would suit the needs of my customers. I felt that over the years I knew exactly what my customers wanted, which was volume deals and selling alcohol as cheaply as possible. I was sceptical whether the Blueprint’s recommended range would just be wasted on my customers.

“However, it has been a revelation. Not only have my customers moved away from the deals such as three-for- pound;10, But they are now trading up, trying a variety of brands and the off licence is thriving.”

Terry was introduced to the Blueprint following him presenting as part of this year’s FWD Drinksummit Conference on the theme ‘My Store, My Story’. Hearing the Blueprint success stories from the other retailers presenting alongside him, Terry was spurred into looking his current offering, and enlisting help from the Blueprint team.

Working closely with the Blueprint team and the Sheffield depot of Parfetts Cash Carry, he has completely embraced the Blueprint philosophy, using the Blueprint planogram as his stocking guide in-depot.

The team have re-merchandised his three stores, and Terry has also invested in PLOD (the Blueprint security cap scheme) for each of his stores and has scheduled wine tastings for later this month.

Terry has found that by placing his spirits out on self select using the PLOD security caps that his spirits category has received a further boost, with customers trading up and buying larger volumes.

He said: “The customer reaction has been excellent. My customers often comment that being able to choose their own product without having to ask makes a big difference.

“Since putting spirits on self select there has been a distinct increase in sales. People can choose from a larger range on the shop floor and realise that paying a little extra gets them a premium brand such as Smirnoff over the value alternatives.

“The upgrade in brands continues across all the spirits and customers are spending upwards of pound;5 more to get a more premium brand. Since the larger bottles have been on self-select on the shop floor I have also seen my customers buying 70cl bottles instead of their usual 35cl.

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