Home' National Liquor News : NLN APRIL 2018 Contents 16 | APRIL 2018 NATIONAL LIQUOR NEWS
o here we are again with Mother’s Day only a month away.
Sure, you can do the usual displays of French Champagne and
upmarket Australian sparkling, and Baileys two glass gift packs.
But is that really all there is to it?
A study I ran a couple of years ago to understand Father’s Day gifting
indicated that shoppers (more likely to be women) were buying gifts for
up to five different ‘dads’. These included their own father, their partner’s
father, their partner from the kids, their partner from themselves,
and occasionally their ex-partner from the kids (interestingly, not for
grandfathers from the kids). And what they bought depended on the
quality of their relationship with each ‘dad’... what they were ‘worth’,
and how well they knew their likes and dislikes. Automatically this
yielded an AWOP (Average Weight of Purchase) opportunity for liquor, if
women were buying for multiple dads at the same time (and typically last
minute, in the week prior to Father’s Day).
So let’s think about how this might apply to mums. How many mums
might shoppers be buying for, and how does Mother’s Day differ to
In theory they could be buying for their own mum, their partner’s
mum, their partner from themselves, their partner from the kids, and
maybe even grandma from the kids. So there’s an AWOP occasion for
liquor there, and not all mums are necessarily going to be Champagne
drinkers. Some may like gin, or Pinot Grigio. Or even if the mums are
all sparkling drinkers, you could sell a variety four-pack or six-pack of
sparkling (so that not all the mums in the family receive the same thing)
and throw in some gift bags and boxes. Either way, it’s a spend increase
opportunity, since the expectation is that the liquor gift is more special
than what she would buy herself normally. So, if mum is normally a
vodka drinker, you might promote a more premium vodka like Grey
Goose, Belvedere, or Cîroc (and put some upmarket tonic mixers with it).
Shoppers have indicated in other studies we have run that they like to
see dedicated gifting bays. Theoretically you would change out what’s
in this depending on the time of year and occasion, so for Mother’s Day
you could range a selection of sparkling, high-end vodka and gin, some
boutique still wines, and the obligatory Baileys in it.
One of the chief differences between Mother’s Day and Father’s Day is
the nature of the occasion. Father’s Day tends to be more about gifting,
with some at home lunches. Although we are starting to see an increase
in the ‘lunch out’ occasion for Father’s Day. Where for Mother’s Day it’s
almost the reverse – it’s mostly about lunch out (or lunch in), and multi-
generational. Gifts are likely to be flowers, or beauty and pampering
This means you can tap into the lunch occasion. Where buying gift
boxed sparkling or Baileys may be for ‘her, later’, shoppers may need
something to take and drink with lunch for ‘us, now’. This lends itself
to pick ‘n’ mix six-packs and cases of wine. Or specials on wines that
are complementary to what the restaurants in the local area range. Or
working with other vendors in the local area to put together hampers for
Lastly you then need to shout about what you’ve got on offer so
shoppers know you are a destination and solution for their Mother’s
Day shopping. Use electronic direct mails to your customer base, your
website, social media such as Facebook and Instagram, catalogues and
mail drops to promote your Mother’s Day range and offers.
Happy Mother’s Day!
NOT JUST CHAMPAGNE AND FLOWERS
NORRELLE GOLDRING LOOKS AT THE MULTIPLE OPPORTUNITIES MOTHER’S DAY PRESENTS TO LIQUOR RETAILERS.
ABOUT NORRELLE GOLDRING
Norrelle helps improve shopping experiences by understanding how and
why people buy things. She has 20 years’ experience in shopper and
retail research and marketing across manufacturer, retailer and agency
roles with companies ranging from Diageo to Coca-Cola to Vodafone
Stores. Most recently she was Shopper Lead APAC at global consumer
and retail research house GfK. Call Norrelle on 0411 735 190 or
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