Wine takes centre stage at Batleys West Brom

Earlier this year, the teams from Pernod Ricard and the Take Home Blueprint worked together on a complete remerchandise of the wine section at Batleys cash and carry depot in West Bromwich (ProWholesler, March 2009, p22). So how successful has it all been?

Depot manager Paul Rabone says: “The whole concept of the revamp, with the excellent support of the Pernod Ricard and Blueprint teams, was to brighten up the wine selling area and to focus on customers buying cases rather than single bottles.

“To this end, many hours were spent analysing sales data, along with current market trends, to establish an everyday core range and to give more space to better-selling products. The end results speak for themselves … it not only looks great, but it really does effectively highlight the cases of wine that are on display.

“All in all, the relay has been a total success on stock replenishment, as the display now holds 40% more stock than it used to. Initial indications show a very positive effect, with sales volumes up 57% compared to the four weeks prior to the revamp.”

Richard Jones, WSCC channel director for Pernod Ricard UK, was similarly enthusiastic about the project: “Clearly we are operating in a challenging climate and Pernod Ricard UK is committed more than ever to work on positive solutions with its customers. The Batleys relay opportunity was identified as a way of improving the wine shopper’s experience in depot and both companies have worked closely over recent months to turn this into positive action. The whole initiative was a real team effort across companies with personnel from Batleys, Pernod Ricard UK and Blueprint all heavily involved. Early signs are encouraging and this trial will be used as a template going forward if it continues to deliver such positive results.”

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