Back

Making an impact

With so many customers not knowing what they're going to buy when they come into your outlet you need to really make an impact when they arrive. By making the most of the best spaces behind your bar and around your outlet, you can merchandise your products and raise awareness of any special products or promotions to really grow your categories.

What is Point of Sale

  • Point of sale (POS) should be used in your outlet to highlight your range, any promotions price or otherwise, and other key messages to your customers.
  • You can use paper items like posters or tent cards and also more permanent POS to highlight your products like bar runners, chalk boards, wine lists, back bar wobblers and cards.
Why is POS important in the wine category?
60% of your customers have not decided what they’re going to buy when they come into your pub, bar or restaurant so anything you can do to help that decision is where POS comes in.

Back bar

  • Your selection of wine must be on display.
  • Make sure your core range at the very least is on display.
  • Make sure you highlight taste profiles of your wines.
  • If you have limited space use other solutions to display the rest of your range
    e.g. wine lists, chalkboards.
  • If you have a longer bar – ensure you repeat your displays at each focal point.

Fridge

Arrange your fridge products according to their importance to your business and be particularly aware that your customers will not always be able to see everything in them. Prioritise your display using the following categories:

Excitement enhancers
  • New products that create interest and differentiation.
  • Quality products that reflect the image of your outlet.

Cash generators
  • Big volume, well established brands that contribute the largest share of sales and profit.
  • Impulse purchases.

Turf protectors
  • Brands and products that meet specific customer needs and are expected to be available to maintain customer loyalty.

Merchandising

Basic tips to merchandise effectively
  • Group your wine by type and colour behind the bar, in the fridge and on the wine menu, showing availability and range.
  • Use prominent displays that create visibility – try grouping wines together ensuring they are customer facing and prominent.
  • Show a comprehensive range is stocked and encourage customers to trade up from house to branded wine.
  • Use feature wines, i.e. wine of the month, and serving suggestions.
  • Ensure you merchandise on tables not just the bar.

Displays and visiblity

Use Point of Sale material to give your customers information and incentives.

Always make sure your POS engages customers:
At the bar their attention will be restricted to about a metre either side of the till, site POS around your outlet at eye or belt level.

On the back bar and around your outlet:
Try using A-frames, chalkboards, special displays, wine lists and menus, posters and tent cards.

Don't forget the front of your bar:
Strut cards, bar runners, small chalkboards, wine lists and menus, fount and shelf wobblers all help increase visibility. Staff uniforms can also be used!

Create some theatre at your tables:
Use wine lists, menus and special offer tent cards as well as drip mats and ice buckets to encourage customers to try your range.

Use all the tools available:
Don't forget to add wine recommendations to your food menus and make sure your staff are able to talk through your range!

Lastly:
Don't forget to remove any out of date or damaged POS.

Top tips for displays

When implementing product displays and promotions ensure:

  • Hot spots are used - items on tables will catch wine drinkers who don’t go to the bar.
  • They communicate a message or call to action e.g. 'Try something new / Wine of the month'.
  • Staff point out offers and know the promotion well enough to answer questions.
  • Opportunities to taste - let the wine sell itself by offering samples and tastings. Use this to create visibility and showcase the wines.
  • Use of prominent display shapes - different shapes create ease of viewing.
Close
We'll keep you up to date...

We'll keep you up to date...

Membership to WinningWithWine.com gives you exclusive benefits:

Seasonal newsletters

Free Point of Sale

Giveaways

Expert advice

JOIN NOW
We'll GIVE YOU FREE POINT OF SALE...

We'll GIVE YOU FREE POINT OF SALE...

Membership to WinningWithWine.com gives you exclusive benefits:

Seasonal newsletters

Free Point of Sale

Giveaways

Expert advice

JOIN NOW
ENTER OUR SEASONAL GIVEAWAYS... WIN £1000 STOCK

ENTER OUR SEASONAL GIVEAWAYS...

Membership to WinningWithWine.com gives you exclusive benefits:

Seasonal newsletters

Free Point of Sale

Giveaways

Expert advice

JOIN NOW
ASK OUR EXPERTS...

ASK OUR EXPERTS...

Membership to WinningWithWine.com gives you exclusive benefits:

Seasonal newsletters

Free Point of Sale

Giveaways

Expert advice

JOIN NOW
If you already have an account with us log in or sign up to receive these exclusive benefits
Winning With Wine

The one-stop-shop to help grow your wine sales

By entering this website you agree to our Privacy & Cookie Policy.
YOU MUST BE 18 TO ENTER THIS SITE
Please enter your date of birth to confirm your age.


Which type of outlet are you?