Wholesalers and suppliers should offer training to independent retailers to pass on their knowledge about the drinks trade. This was one of the suggestions from Martin Swadling, category manager – licensed tobacco at MBL, and he revealed: “We are working with our colleagues from Diageo, Constellation and InBev on some retailer self-training kits.”
Swadling also said customers buying drink were important to c-stores because they are relatively high spenders. “Average c-store shoppers are worth about pound;20 a week. Wine and beer customers are worth double that and spirits customers are worth nearly four times, so it’s important that we give alcohol customers what they want.”
He said just by giving customers more information about products such as wine with shelf talkers, retailers could increase sales by 20% to 30%.