When law graduate Naz Fazal bought K Video Centre Off Licence, in Aylesbury, in April 2007, his limited knowledge of retail and being a non-drinker meant he was in need of guidance. Following a trawl on the internet he came across the Take Home Blueprint site.
Naz explained: “I quickly realised the Blueprint was the answer. I downloaded the planograms and got in touch with the Blueprint team who agreed to come and steer us in the right direction.”
One of the first things Naz did when he purchased the shop was to invest in chillers. However, lagers were mixed together with ARTDs with Polish lager sitting next to WKD in the chiller and Asahi Japanese beer side-by-side with the cider.
The first thing the Blueprint team did was segregate each of the categories so that they were merchandised within their own distinct section in the chiller. Naz said: “The end result was fantastic. It made the shopping experience for our customers a lot easier. The wines too have benefited from the Blueprint advice. Even as a non-drinker I knew that we needed to allocate some space for the white and ros eacute; wine to be chilled, which is exactly what the Blueprint team did.”
However, Naz had other concerns regarding his wine section. The shop is located on a local authority housing estate. He said: “We were contemplating reducing our wine section, but the Blueprint team assured me that they had witnessed similar scenarios up and down the country and to stick with the wine Blueprint as it would increase our sales. I was still sceptical but trusted the team.
“They worked their magic on the chiller and fixtures, separating the ranges by country of origin and the flags were attached to the shelving to make life easier for the consumer. And the pi egrave;ce de r eacute;sistance was the wine wheel – which is a fantastic addition to the fixture.”
Following the Blueprint makeover Naz said the results have been ‘phenomenal’. Beers, lagers and ciders are up 25% and the wine section sales have increased by 45%. Revenue from the wine section alone outstrips every other category within the store.
He said: “We have noticed that we are now attracting a lot of new faces who are turning their backs on the soulless wine section at the multiple across the road and are instead shopping with us, the wine experts! We receive so many positive comments about our fantastic wide range available. I still can’t believe they don’t charge for this service.”
l For more information contact the Take Home Blueprint team on 0161 440 2770 or visit [http://www.takehomeblueprint.co.uk]