Retailers can't complain about a lack of guidance in alcohol sales as essential advice on ranging and merchandising is contained in the FWD's Take Home Blueprints
The Grocer was turning the air blue at the Blakemore depot in Walsall last week. But it was all in a good cause  raising awareness of the Federation of Wholesale Distributors' Take Home Blueprints for alcohol.
On hand to explain it all was David Batt, project director of DBM Field Sales and Marketing, who has been involved with the Blueprint concept since its early days some eight years ago.
"Thousands of retailers have been through the process of adopting the Blueprint," he said. "And the reason they are supporting it is because it shows them how they can increase their sales and their profits by following industry best advice on merchandising and ranging."
Batt was able to highlight plenty of case studies where retailers who had implemented the Blueprints for ales, lagers and ciders, or for wines, had seen sales grow by as much as 30% as a result.
He was also able to outline the principles of the newly launched Take Home Blueprint for spirits and fortified wines.
"When it comes to these products, consumers know what they want to buy. And if you don't have the right product, research shows that 29% of consumers will go elsewhere or buy nothing," he warned retailers.
Field research by DBM shows that the big problem for retailers has been a lack of advice  some 95% say they have received no help in this area  which has resulted in muddled fixtures that confuse consumers. The new Blueprint aims to tackle those problems by providing an industry-agreed planogram and offering advice on the "must-stock" brands and pack sizes.
It also offers plenty of tips to retailers on how to get the maximum out of their store fixtures.
"The Blueprint for spirits and fortified wines was only launched a couple of weeks ago, but the phones have been ringing non-stop with retailers asking us to send them the materials," said Batt.
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The Grocer was turning the air blue at the Blakemore depot in Walsall last week. But it was all in a good cause  raising awareness of the Federation of Wholesale Distributors' Take Home Blueprints for alcohol.
On hand to explain it all was David Batt, project director of DBM Field Sales and Marketing, who has been involved with the Blueprint concept since its early days some eight years ago.
"Thousands of retailers have been through the process of adopting the Blueprint," he said. "And the reason they are supporting it is because it shows them how they can increase their sales and their profits by following industry best advice on merchandising and ranging."
Batt was able to highlight plenty of case studies where retailers who had implemented the Blueprints for ales, lagers and ciders, or for wines, had seen sales grow by as much as 30% as a result.
He was also able to outline the principles of the newly launched Take Home Blueprint for spirits and fortified wines.
"When it comes to these products, consumers know what they want to buy. And if you don't have the right product, research shows that 29% of consumers will go elsewhere or buy nothing," he warned retailers.
Field research by DBM shows that the big problem for retailers has been a lack of advice  some 95% say they have received no help in this area  which has resulted in muddled fixtures that confuse consumers. The new Blueprint aims to tackle those problems by providing an industry-agreed planogram and offering advice on the "must-stock" brands and pack sizes.
It also offers plenty of tips to retailers on how to get the maximum out of their store fixtures.
"The Blueprint for spirits and fortified wines was only launched a couple of weeks ago, but the phones have been ringing non-stop with retailers asking us to send them the materials," said Batt.
{{INDEPENDENTS }}
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