Home' National Liquor News : NLN FEB 2016 Contents 96 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
WHAT HAS BEEN HAPPENING OF LATE AT
YOUR BOTTLE SHOP?
Big, bold displays and promotions. The store has enough floor space
to enable us to go large and catch some eyes. We were rewarded by
Premium Beverages with a Carlsberg foosball table to give away. A
display of the table, a pallet of stock and masses of POS ensued. We
have also had this type of activity with promotions for Wild Turkey,
Bundaberg, Jack Daniels, CUB and others.
We hosted a Jim Beam labelling session in-store that was wildly
successful as well as the Cougar team for two consecutive nights to cross-
promote the Summernats event.
WHAT’S THE PHILOSOPHY BEHIND YOUR
A legendary deal every time. It’s all about service. I have said on
many occasions that we don’t serve customers, we build and maintain
relationships. We listen to our clientele and have genuine interactions. It’s
not hard to go from "How was your day?" to "How was the fishing?"
or “Shame about your team's horrible loss last game”. Good service
can also be as simple as knowing names, because everyone likes to be
acknowledged as an individual, not just a transaction.
WHAT HAVE BEEN SOME OF THE MOST
SUCCESSFUL INNOVATIONS IN YOUR STORE?
We have installed televisions that show our specials and humorous
liquor related slides. They have also had various beer commercials
shown on them. Some simple things like placing Red Bull cans next to
the Jägermeister, and pairing appropriate mixers next to glass spirits on
By far the most practical innovation is the wine layout. It is by varietal,
in alphabetical order by maker. I find it endlessly frustrating when a
customer asks a staff member for a particular wine, can’t find it, and we
miss the sale only to spot it 10 minutes later. Laying out the wines as we
do makes it very user friendly. If you want ABC Shiraz, go to the Shiraz
section, look at the products that start with A, and away you go. Easy.
WHAT APPROACHES DO YOU TAKE TO GIVE
YOUR STORE A UNIQUE OFFERING?
We have 48 bays of spirits and 29 doors. A cavernous stocked out
coolroom that runs off a freezer unit so it is always cold and 84 bays of
wine, as a start.
In my view, a store should reflect the personalities of those that work
in it. In our case that means music, smiles and lots of laughter. A store
can have the best of everything, stock, layout, pricing, but that will all
account for nothing if the purchase experience is negative. I played live
music for many years; my thought process for the store is exactly the
same as performing. Have a good time and you will drag people along
WHAT SETS YOUR STORE APART FROM YOUR
We are a Liquor Legends outlet. We take full advantage of all the
services the company provides, from the liquid stock control programme,
SwiftPOS system, promotional scheduling and printing. I don’t profess
to know everything, some things I am very good at, other things, not so
LIQUOR LEGENDS CHARNWOOD, ACT
BRADY BLAKEY, STORE MANAGER AT LIQUOR LEGENDS CHARNWOOD IN THE ACT WAS NOMINATED
AS LIQUOR STORE MANAGER OF THE YEAR IN THE LSA 2015 RETAIL LIQUOR INDUSTRY AWARDS.
HE TELLS US WHAT MAKES HIS STORE SO SUCCESSFUL.
much. Having access to people of the calibre of John Carmody, Vaughan
Peters, Patrick Lehmann, John Wilson and others, enables me to establish
best practice procedures and outcomes. All of this translates into a store
that provides all of the needs of the clientele. All that is left to do is make
WHAT ARE SOME OF THE BIGGEST ISSUES
CURRENTLY FACING THE RETAIL LIQUOR
INDUSTRY AND HOW DO YOU THINK THE
INDUSTRY CAN GO ABOUT ADDRESSING THEM?
As always, being on top of and predicting trends within the marketplace
is vital. Having strong relationships with suppliers helps with this.
If there is one thing I despise, it is social engineering through taxation
and legislation. Don’t get me wrong, I support the RSA and harm
minimisation initiatives as they stand. However, removing the individual’s
right to self-determination should be off limits. Personal responsibility
has to be part of the consumer’s sphere.
Small business can be a challenge at times, and we accept that, but
needless red tape and ridiculous impediments to our goals borders on the
idiotic. That is why my main man John Tsapicounis and the team at LSA
NSW are so important. They have our backs.
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