Vinod Patel, owner of D P Stores in Bradford, has seen his alcohol sales soar thanks to a re-merchandise from the Take Home Blueprint team. Sales have increased across all the off licence category, including a 15% increase in his wines. Since his white and ros eacute; wines were relocated to a large open chiller, sales have gone through the roof.
Paul Adshead, Blueprint operations manager, explained: “We cannot stress enough the importance of convenience stores having a good selection of chilled beers and wines. This is the key point of difference that local stores have over the multiples, and therefore simply moving Vinod’s wines to the chiller was bound to have a positive effect on his sales.
“Beers too have seen the benefit of making more of the chiller space. We have increased the number of facings of some of the core brands that he had previously under-estimated the demand for. Following this, sales have risen as he is now catering exactly for his customers requirements and making it easier for them to see exactly what is on offer.”
Vinod has also experienced a significant increase across his ARTD section, which was a category that was in decline prior to bringing the Blueprint team in. Post-Blueprint makeover, ARTDs have completely turned around and are now enjoying a 12% increase compared to sales previously. This upturn in sales has prompted him to now look at expanding his range of ARTDs to take in the full range as recommended on the Blueprint plans.
Spirits too are up, having been made more visible to his customers. Sales of fractionals are on the increase also.
Vinod said: “We have been so impressed with the results achieved since this Blueprint re-merchandise. We have seen each area improve in sales, including ARTDs which we had shrunk to a bare minimum due to poor sales previously.
“Our fixtures are much better presented now, and as well as making it look more attractive, it helps us enormously when it comes to maintaining them during busy periods and keeping track on what needs re-stocking.
“Customer feedback proves that it works well for them also. We have had so many comments on how it is better organised and laid out, and that they can identify their chosen brand more easily. The whole off licence category is much more prominent as well – attracting more customers to browse the fixtures, and therefore increasing sales.”