Home' National Liquor News : NLN FEB 2016 Contents 90 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
OFFERING EXPERT ADVICE,
SUGGESTIONS ON UNIQUE
PRODUCTS WILL BE A FOCUS FOR
SOUTH AUSTRALIA’S PARAFIELD
AIRPORT LIQUOR STORE IN 2016.
WHAT WERE SOME OF THE
HIGHLIGHTS FOR PARAFIELD
AIRPORT LIQUOR STORE
(P.A.L.S.) IN 2015?
Without doubt the major highlight or
acknowledgement of 2015 was being named
as a national finalist in the Australian
Catalogue Association Awards – which is
great recognition that on a national scale our
method and style of advertising is being seen
as market leading.
We made some small improvements to our
shopper experience in the wine category, with
increased/added signage which has made life
easier for staff and consumers alike, and has
resulted in many positive comments as
well as an increase in sales of previously
WHAT PROMOTIONS CARRY
THE MOST WEIGHT IN YOUR
The promotions that either promote our point
of difference or that offer a unique selling
proposition. Consumers are prepared to trial
new and different products, they just need to
be informed and educated about the benefits of
them. Providing a great shopping environment
with promotions that are all a little different
is important to make sure consumers want to
keep coming back.
HOW DO YOU PLAN TO
OFFER IN 2016?
We will continue offering our customers
different products that are not available in
every store. We will increase the amount of
suppliers and begin dealing with many smaller
ones so that we have a truly unique product
base with as many different products
Continuing to be able to offer expert
advice, recommendations and suggestions on
products, giving consumers something they
can’t ordinarily get at every liquor store is
what we want to achieve – to build loyalty
with our consumers.
WHAT ARE THE BIGGEST
DIFFICULTIES FACING P.A.L.S
The biggest challenges and difficulties facing
us this year are, for the most part, out of our
control. I think a tough economic outlook in
general and particularly in the area around
my business will make things tough, but we
will continue to help the local community by
supporting sporting clubs etc.
Our other big challenge is the threat
posed by non-traditional sales channels such
as online and direct to consumer models.
Everyone loves to grab a bargain, and these
offers are based solely around price, and are
not healthy for our industry. These businesses
are certainly challenging our traditional
method of doing business and we will need
to be prepared to show consumers why they
should continue to shop at SA’s largest family
owned liquor store.
WHAT DO YOU THINK WILL
BE THE BIGGEST TRENDS
I think 2016 will see more of the same trends
as 2015 such as ‘premiumisation’. Consumers
will continue to seek out better quality
products, at the expense of high-volume mass-
One thing I think we will hear more about
this year will be ‘authenticity’ as people chase
these more premium, flavour-filled options.
They are also seeking information about how
and where products are made.
DO YOU FEEL THAT
NEED MORE SUPPORT FROM
Independent retailers definitely require more
support from some suppliers. In my business
I receive outstanding support from only a
few suppliers. We are a large store that can
buy large volumes so most suppliers assist in
some way, but certainly many of them could
do more to have a closer working relationship
and understanding of our business and we
could grow together.
Being completely independent (not part
of a banner at all), suppliers need to know
that my requirements are not going to be the
same as a national chain and banner group.
However, I am able to give them in-store
and external execution that these national
groups cannot. My requirements will be and
are different, so suppliers need to be able
to manage this with me, and not simply say
‘that’s the deal – take it or leave it’. The
few suppliers already doing this are moving
forward in my business with me – those who
aren’t are falling behind.
90 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
RETAIL & WHOLESALE
“Consumers are prepared to trial new and
different products, they just need to be
informed and educated about the benefits
of them. Providing a great shopping
environment with promotions that are all
a little different is important to make sure
consumers want to keep coming back.”
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