Home' National Liquor News : NLN MAY 2018 Contents 18 | MAY 2018 NATIONAL LIQUOR NEWS
ccasions are important in retailing
because they provide a point of
relevance and are the reasons that
shoppers are coming to you outside
of their routine stock up and top ups of regular
products. With occasion-based retailing,
because you’re fulfilling a specific need, and
telling a story, price becomes less important.
Previously I’ve written about specific kinds
of occasions, ranging from Mother’s Day to
Father’s Day and gifting. These are examples of
what I would call ‘retail occasions’.
Here I’m going to overview these and some
of the other types of occasions. You’ll see
there are enough occasions to fill a calendar
for pretty much the whole year. The timing
of some may overlap, and you can’t do
everything at once, but even if you have just
one rotating display in the store that you
change out every two weeks (which may
or may not be linked to the promotional
products program), you’re providing an
ongoing point of interest, relevance and news
for shoppers, particularly those who may be
visiting you several times a month. The aim is
to create the impression for shoppers that you
are their destination irrespective of what their
need or occasion is.
Broadly I define types of occasions in this way:
• Retail and gifting occasions
• Commemorative and religious
• Sporting and events
• Consumption occasions
A short outline of each group follows. Note
for the purposes of this I haven’t included ‘sale’
driven events such as End of Financial Year,
Black Friday, Cyber Monday Click Frenzy,
Boxing Day sales etc. Although these are retail
events, they are driven by retailer ‘push’ rather
than a cultural occasion or individual consumer
need that creates ‘pull’.
RETAIL AND GIFTING
Aside from individuals’ birthdays, the most
commonly executed occasions on the retailing
calendar include Valentine’s Day, Mother’s Day,
Father’s Day, Halloween (increasingly), and
Christmas. (Christmas would also sit in Religious).
As discussed previously, liquor can fulfil
the role of either ‘main’ or ‘fall back’ gift
depending on how premium it is and whether
A YEAR’S WORTH OF OPPORTUNITIES
NORRELLE GOLDRING ROUNDS UP
THE MULTITUDE OF CONSUMER
OCCASIONS THAT CAN BE
ACTIVATED IN-STORE AND ONLINE.
or not it is the recipient’s preferred or
favourite drink. Retail gifting occasions are an
opportunity to up trade shoppers as they are
looking to add value (quality) to the gift itself
rather than a bargain for themselves.
This is everything from Australia Day, Anzac
Day, Queen’s Birthday and New Year’s Eve
through to Easter, All Saints Day/Day of the
Dead, Cinco de Mayo, St Patrick’s Day, Bastille
Day, US Independence day etc. Many of these
offer an opportunity to showcase something
specific to the country of origin. Obvious
examples include Guinness and Irish Whiskey
for St Patrick’s Day, Bordeaux reds for Bastille
Day, top end Bourbon for Independence Day,
tequila for Cinco de Mayo and Day of the Dead.
The public holiday occasions such as Australia
Day are well understood as barbeque and picnic
occasions and should have ‘barbie packs’, ‘picnic
packs’ and ‘party zones’ executed accordingly.
SPORTING AND EVENTS
This is probably the occasion that is most
activated after retail gifting. It includes events
such as footy finals, Olympics, even simply
the Boxing Day test. As discussed it involves
marketing to blokes sitting on the couch and
possibly having other blokes around to sit on
the couch with them. These events should be
marketed with various snack and food types for
the ‘sport on TV’ occasion.
Here is where there’s a real opportunity
to tap into consumers’ need states.
Consumption occasions can range from
occasions for self, such as ‘weeknight
wind down’, through to various types of
entertaining occasions other than barbecues,
such as ‘impress your friends at dinner’,
‘dinner party’, ‘dinner out’, and parties of
varying sizes and levels of formality. The
more formal, the more premium you can go.
Another underutilised opportunity is based
around the seasons of the year – summer,
autumn, winter and spring. ‘Winter Warmers’
is done occasionally using red wines and
spirits such as Scotch and Bundaberg Rum, but
dark beers are also an opportunity here as is
Bourbon. Summer is an opportunity for clean
crisp wine styles – rosé, Moscato, Prosecco etc
– as well as white spirits.
Diageo did a good job a few years ago
with its ‘Summer Drinks’ occasions program
that broke down summer drinking occasions
into types of consumption and need states
– celebratory, low key barbeque, upmarket
It goes without saying that it’s not enough
to just activate in-store, these occasions should
be promoted through your other marketing
mechanisms including catalogue, website and in
your customer eDMs etc.
Happy occasion calendar building!
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