Simply by better displaying their spirits, Gurpreet and Baljit Sahni, owners of Lucky’s Store in Armley, Leeds, have seen their spirits sales increase by 19%. Lucky’s Store was nominated to the FWD Take Home Blueprint scheme by their wholesaler Batley’s, as retailers who were in need of some help with the merchandising of their off licence section.
It is a small shop, so space is of a premium. Previously all alcohol was stocked together to save space, mixing the wines and spirits on the same fixture.
While the wines were merchandised according to brand, they were not split in colour or country-order and the spirits were tucked away on the top shelf and out of view of their customers.
Roxanna Mitchell, the Take Home Blueprint representative for the West Yorkshire region, explained: “When I arrived at the shop, I could see that due to the size of the shop it was difficult for them to properly display their alcohol range, and that they had ended up putting all the stock together on one fixture.
“It was immediately obvious that they were missing out on sales of spirits as they were placed so far out the way, that it would be difficult for customers to see exactly what was in stock and would therefore leave without making any purchases.”
Roxanna re-merchandised the fixtures according to the Take Home Blueprint. Despite the small space, she was still able to separate out all the categories so that they sat independently from each other on the fixture, allowing customers to be able to browse the entire range on offer and make their purchase. Sales across the entire category have increased, with spirits up 19% and wine up 14%.
Gurpreet said: “The biggest improvement has definitely been across my spirits. Vodka and Bacardi are now flying out, and I find it so much easier to re-stock now the wines and spirits are separated on different fixtures.
“Since the spirits have been merchandised to the Take Home Blueprint plan, my customers tend to notice the fixture a lot more. They can see the entire range and now know exactly what we have in stock. I believe we may have missed many sales, due to customers thinking we didn’t sell spirits.
“I am delighted with the improvement that the Take Home Blueprint has made to my shop. I thought that due to the confined space allocated to the alcohol, it would be difficult to make any positive change to it, but I have been proved wrong,” she said.