Back in February 2020, in the time when the craziest thing that had happened this year was Meghan and Harry leaving the Royal family (a simpler time!) we wrote a blog post about the Top 5 wants of the wine shopper. We asked 1,088 US adults aged 21+ about their preferences when purchasing wine and spirits and we created 5 top tips to accommodate their wants. But alas, the recommendations that we had were not based on a world that can no longer allow customers to get close, touch various products or linger too long in-store. So, here is some tips for wine retailers to still accommodate those top 5 wants of the wine shopper.
- Expertise and time – Only 4% of US adults prefer a quick ‘grab and go’ store when it comes to purchasing wine Offer helpful signs and guides in-store with tasting notes and what foods will pair well so that customers can browse the details before purchasing.
- Options, options, options – Wine buyers want a variety of alcohol products on offer, with 57% stating that this would encourage them to shop at an independent
- More than just stuff – Offer experiential services in-store 36%% of wine buyers would like a tasting bar and experiential retail when browsing the booze. Now although tasting in-store is no longer allowed, you could organise ticketed wine tasting events outside or near your store to ensure social distancing and a great wine tasting experience.
- People like people – It’s no surprise that wine buyers want a friendly interaction when shopping, with 52% stating that friendly customer service is what they enjoy about shopping at an independent wine store. Even if it’s through a mask, you can still make it friendly. Offer customers help in-store, where to find wines, stations for sanitising
- Free Parking –Independent stores could attract more customers by offering on-site parking. The survey shows that 36% of customers would be encouraged to shop there if they had this on offer. In a post-Covid world why not consider curb side pickup or ‘buy online, pickup in store’.
Retail is no longer about just selling stuff it’s about what else you can offer customers to have a lasting impression. The overarching theme of the results pointed to suggestions that a majority of US adults want to take their time, but catered for, looked after by an expert and have a more personal and interactive experience when buying alcohol. These 5 easy wants are great quick-wins that you could implement in your store today and reap the benefits of increased footfall.
Cybertill’s retail software, RetailStore, is a liquor store POS that serves many liquor stores globally, who benefit from partnering with an POS and retail management software provider that understands the off-licence industry. Discover how Cybertill’s liquor store POS has helped Macadoodles and Guess Who optimize their selling experience for store associates and greatly improved customer experience for shoppers.
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1088 adults. Fieldwork was undertaken between 21st – 23rd January 2020. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 21+), of which 592 were wine buyers.
Rachel is passionate about retail and the ever-changing retail technology environment, with a keen eye for upcoming retail trends that are set to shake up the sector. She started her career as an intern at a national charity and has progressed rapidly into her current role with Cybertill.
Rachel has a Masters Degree in Digital Marketing from Liverpool John Moores University. I think it’s fair to say she knows her stuff!
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