Twitter: @paulrickett Email:[email protected]
Paul RickettBowen Beer and Wine Cellar
March 1, 2013
The
is in the Details
Twitter: @paulrickett Email:[email protected]
It’s All About TrustUpdate
Trusted Staff
Friends & Family
Store Signage
Bottle Labels
Restaurants Other store staff
Canadian Press
US Press Ind. Bloggers
0%
50%
100%
150%
200%
Wine Selection Influences Ranked Relative to Mean Score
Mean
n=79
Twitter: @paulrickett Email:[email protected]
2 Years on, Different Country, Bigger Sample.....
F&F F&F+TS Sales+TS In Store Sales Ads/Press Internet Other0%
5%
10%
15%
20%
25%
30%
35%
40%
AAWE #1192012Bradley J. RickardJill J. McLuskeyRichard W. Patterson
It’s All about TrustPaul RickettVARKETING!2010
Twitter: @paulrickett Email:[email protected]
Since 2010, Change is Perceptible
US 21-25 age group 2x more likely to refer to internet than 26-40 age group26-40 age group 2x more likely than >40 age groupBut....regular wine drinking remains more concentrated in >40 age group
Twitter: @paulrickett Email:[email protected]
10% SKUs =40% Sales
80%
selection
hand pickedUS Sales up 50%
Chardonnay
down by 1%$18 avg
btl wine
Twitter: @paulrickett Email:[email protected]
Works or
shops in YVR
Regularly
shops 2-3
diff. Wine
Stores
2800 adults year round
Summer peakw/tourists and residents
Know Thy Customer
Walking Gift
Registry
Support for community events
Constant
feedback
Loop
Coffee Shop
networking
Shift consistency
Rotating selection
Twitter: @paulrickett Email:[email protected]
Wine 49% LRS av. 34%
Average
$/sqft
$1,500
15% <Ave
$/FTE
$500K
55% shelf efficiency vs LRS ave 67%
~500Wines
Open Layout
New Products& Events
All whites in Coolers by varietal
Food pairing
center
Twitter: @paulrickett Email:[email protected]