Here’s a confession that may sound familiar – I am at a total loss when it comes to buying wine…
At the age of 25, my wine experiences have so far consisted of looking at the wine menu and choosing the cheapest glass of either white, red, or rosé (that’s it, that’s as far as my wine knowledge goes, the 3 colours). Now, although I may not know what makes a good wine, what grape it is, or what year it is; I do however, know what I would like to experience when buying wine.
It seems that with wine, more so than any other beverage, it needs to be a luxury experience, which should be enjoyed to its fullest extent. Often with a sommelier (2nd confession, I had to google that name) talking you through the wine and selecting the perfect wine for you. Alas, this is not the experience that many of us have at the local supermarket or big retail chain. It is however, one of the many defining factors that separates wine stores from the big-box retailers that merely offer a quick grab and go experience.
Cybertill recently conducted a survey with 1,088 US adults* aged 21+ on their purchasing experiences and preferences of wine stores – the results of which were quite interesting. As a result we have been able to identify the top 5 wants of the wine shopper that independent wine stores can adopt to encourage footfall into store.
- Expertise and time – Only 4% of US adults prefer a quick ‘grab and go’ store when it comes to purchasing wine, indicating that wine buyers may enjoy a specialty experience more when buying wine.
- Options, options, options – Wine shoppers want a variety of alcohol products on offer, with 57% stating that this would encourage them to shop at an independent wine store.
- 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 in wine stores. Retail is no longer about just selling stuff it’s about what else you can offer customers to have a lasting impression.
- 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.
- Free Parking –Independent wine 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.
The overarching theme of the results pointed to suggestions that most US adults want to take their time, but still be catered for, looked after by an expert and have a more personal and interactive experience when buying wine. These 5 easy wants are great quick-wins that you could implement in your wine store today and reap the benefits of increased footfall and profits.
“Cybertill has changed the way we do business, this system is much more than your typical liquor store POS!”
Store Manager, Macadoodles
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!