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The right range

It’s important to understand your customer as their taste and brand choices will influence your sales.

Below are a few tips on how to stock the right range for your customers:

What does it mean for shoppers?

  • Stocking... best selling brands and products reassures shoppers that you understand the wine category and which wines they like to buy.
  • Stocking products that appeal to local customers will give you an interesting range that encourages experimentation.
  • An uncluttered range makes it easier for people to find what they want or notice something new they’d like to try.

What does it mean for you?

  • Stocking best sellers means you won’t lose customers to another store that does. You’re also more likely to get repeat purchases.
  • Products that appeal to local customers can bring incremental sales through trial and trade up.
  • Simplifying your range makes stock control easier, avoids out of stocks and emphasises higher value products.

How to get the right range

  • Your core range should be a selection of wines from the top selling brands from the most popular countries.
  • Use the ‘Your customer’ page to discover your local shoppers and the products that appeal to them.
  • Clear price tiers will help you to appeal to different shoppers and occasions and encourage trade up. Use these important price bands and balance your range to help grow sales:
    • Wines under £4 appeal to some shoppers but as they’re only looking for the lowest price they don’t need a large selection. Less than 9% of wine sales in convenience stores are under £4.Over a third of convenience store sales are between £4 and £5. It’s a good entry level for new wine shoppers and encourages trial when wine is promoted at this price.
    • Most wine purchased in the convenience store sector is priced between £5 and £7. Premium wines over £7 account for 10% of sales.
    • Add interest to your range by including new products or emerging trends eg. light and fruity wines like Sparkling Moscato or reduced alcohol wine based products.
    • Remove products that don’t sell, they take up valuable sales and storage space.
    • Most wines should be drunk within a few years of the vintage date, especially whites and rosés. Don’t risk selling old stock that doesn’t taste its best and could lose you a customer.
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