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Driving sales

Using your team, promotions and events can really help you drive footfall into your outlet and
encourage your customers to keep coming back time and time again. Scroll through the sections
below for top tips and advice.

Staff and team members

Staff and team members

Your team are the best selling opportunity you have to drive sales...

  • With so few customers having decided what they want to drink on arrival, recommendation, passion and knowledge from your staff is crucial to help you drive your business.
  • Instilling passion and pride into your team will get them working effectively for you, helping to increase customer spend and dwelling time, which is vital for success.
  • Well-trained staff will give your customer the best experience in your outlet.

The better their experience, the longer they stay, the more they spend

So when you think about training...

  • Consider every area of your outlet where jobs need to be done and breakdown the jobs making instruction clear, brief and easy to follow.
  • Incentivise staff to perform brilliantly and review and reward their progress.
  • Strive for consistency in everything you do.
  • Show everyone including new employees the way you want things to be done.

Wine tasting staff training, understanding the product, the correct serve

Occasions

Occasions

Your customers visit to have fun, socialise and relax. Consider which occasions are relevant for your outlet, why your customers have visited and how you can drive sales.

Occasions Considerations to drive your sales

Meeting friends

Relaxed events, driven by conversation.
A targeted offer where friends can share a
bottle of wine, consider a higher priced wine.

Sociable get together

Customers visit in larger numbers and will
be looking for a great group experience.
Create some theatre with an ice bucket for the
table and offer with a sharing platter. Or what
about mulled wine at Christmas.

Watching sporting and other events

Gives the opportunity to attract customers
for longer periods of time.
Try a mixed bottle bucket for groups to share;
small bottles of wine, premium bottled lagers
and 'ready to drink' (RTD's).

Big night out

High tempo occasions, customers looking
for fun.
Up-sell to carafes and bottles for groups to
share. Try an alternative serve; a wine punch
or spritzers in the Summer are ideal.

A quiet drink

Customers on their own or with a partner
shouldn’t be overlooked.
Ensure a perfect serve and make a
recommendation to a slightly higher
priced wine.

A meal

Special occasions, nothing in the house or
customers just fancy a night off cooking.
Make sure your team offer a wine to match
your customers food choices; include
recommendations on your menus.

Promotions and events

Promotions and events

Drive footfall, encourage new visitors and keep your customers loyal with event and promotion ideas.

Use the natural calendar

  • Christmas and Mother's Day may be an obvious choice but there are plenty more unusual options.
  • Make sure your customers get what they expect and a little bit of what they don’t! If you don’t make the most of these your competitors will.
  • Don’t forget to advertise in advance. Download our events calendar for suggestions.

Create regular events

  • Pub quizzes and live music nights are just a couple of the examples.
  • Make your quiet times busy – don’t choose nights where you’d already expect a full house.
  • If you’re successful, your customers will keep coming back and choose you over a competitor round the corner. You’ll also encourage some footfall during quieter days and nights.
  • Some brands and wholesalers will offer you free help like quiz kits.
  • Use the internet to look for a great local band.
  • Advertise in advance, consider charging a fee or creating a promotion.

Create informal opportunities

  • If you have wine left in a bottle don’t throw it away, offer regulars the chance to try
    something new.
  • Encourage customers to try a new product or visit for an occasion they may not have considered.
  • Offer a reduced price on the wine for the next time they come in.

Support your local community

  • Sponsor or start a local sports team and get involved in the league - darts, pool and so on.
  • Offer to host charity events for local initiatives.
  • These events will bring in new customers who could return for a regular drink or occasion. They're also a great way to get your regulars involved to support you.
  • Investigate local opportunities, talk to your customers - they may be involved already. Look in the local press, see what other outlets are doing in your area and what sports leagues exist.
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