Four easy steps to 1. Range
2. Visibility
Best Sellers1 Vodka Smirnoff Red Label Vodka 70cl Glen’s Vodka 70cl
Cream Liqueurs Baileys Original 70cl Irish Meadow 70cl
Blends Bells Original 70cl The Famous Grouse 70cl
Malts Glenfiddich 12 Yr Old 70cl Laphroaig Malt 10 Yr Old 70cl
Brandy Three Barrels Grape Brandy 70cl Private Label Brandy 70cl
Specialties Southern Comfort 70cl Malibu Coconut 70cl
Gin Gordon’s Gin 70cl Private Label Gin 70cl
Non Cream Jagermeister 70cl Tia Maria 70cl
Imported Whiskey Jack Daniels Tennessee Whiskey 70cl Jameson Irish Whiskey 70cl
White and Golden Rum Bacardi Rum 70cl Captain Morgan’s Spiced Rum 70cl
Cognac Courvoisier Vs 70cl Martell Vs 70cl
Dark Rum Captain Morgan Dark Rum 70cl Lambs Navy Dark Rum 70cl
The right range doesn’t necessarily mean a big range. Too many products make the fixture harder to shop. Within spirits, retailers are more likely to buy what their customers want (68%) rather than the lowest price (24%).2
93% of retailers know exactly which spirits brands they’re going to buy before entering the depot, so visibility is key.3
Top Tip
Top Tip
Independent shop owners don’t have room for many lines – just the best sellers. Therefore more SKUs do not equal more sales.
Use headers and bus stops to create spirits sub-categories. This will increase interest and improve navigation.
Don’t forget... Innovation is key to growing your business so include emerging new products in your range.
Sources: 1. Nielsen Scantrak data: Total Route to Market and Convenience GB to w/e 24.12.2011. 2. HIM! Cash & Carry Retailer 2010 (sample 385). 3. HIM! Cash & Carry Retailer 2010 (sample 307). 4. HIM! Cash & Carry Retailer 2010 (sample 371). 5. The Nielsen Company ’09 – market £ data.