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| MERCHANDISING 101 |
About Sales Rep Central | Flash Report of Our Wines | Features to Benefits | Overcoming Objections | Regional Managers | Producer Highlights | 10 Most FAQs
Shelf Setting Guidelines
Too often when selling, we are satisfied with simply getting a placement and fail to take the next step – which is to help insure successful turnover by obtaining the best possible placement. When proper merchandising techniques are applied, sales results are measurably improved. The best companies in the industry make a habit of paying attention to these important details.
It is important to provide solid business reasons for getting our products placed in the most advantageous positions and even then there isno guarantee of getting what we desire. However, we can be sure that if we don't at least try to get these positions, our competitors surely will. You have to work very hard to get wines into the store, so it is very important to get the maximum sales out of each placement. These guidelines are designed to help you make the most of each placement in every account.
Some other merchandising reminders...
Point Of Sale Makes All The Difference – We provide shelf talkers for all of our brands and they are tremendously successful at enticing purchases, especially when help is not available in the store. Where possible, we use third party accolades, which give customers a reason to buy and give our wines credibility. It takes a small effort to make sure POS is hung on our wines and it definitely pays off!
Don't Forget The Cold Box – The old adage "if it ain't cold it ain't sold" is a truism. After 5 PM some 80% of purchases are made for immediate consumption. That means, Cristalino and white wines need to be in the cold box to take advantage of these purchases. Shelf talkers needed here too!
Positioning Of Displays Counts Too – Wherever possible you should locate displays in the highest traffic areas where customers stop & shop.
Facings Matter – Don't be satisfied with one facing of high volume items, such as Cristalino. If the shelf runs out when nobody is there to re-stock, it is impossible to measure lost sales. Cristalino requires a minimum of two facings, but in many instances three or four are called for.
Create a Billboard Effect – This refers to the expanded image to the consumer that a brand gets with multiple facings. The more facings, the larger the billboard. By gaining multiple facings of one item, or by combining facings of the wines in the same brand (such as CDV Crianza, Reserva and Gran Reserva), you increase the billboard for that brand and with it the likelihood that a consumer will notice and buy that brand.
Distribution – Use the success of one item in a brand to get distribution on a second, third etc. It is a constant struggle to gain sales and we need to be consistently diligent in gaining new placements to keep growing. Don't be content because one item is doing well, our competition won't be.
Pay Attention to Adjacencies – This is a subtle but important area that should be paid attention to, it does make a big difference in turnover. This refers to the product our wines are placed next to on the shelf. Some guidelines include: Try to be adjacent to the brands with the best reputation in a category, Try to be next to brands which are priced higher, Try to be adjacent to leading sellers. It is difficult to provide a full list of guidelines here, but common sense should be your guide. Simply look at the possible adjacencies and think about which would give us the best opportunity for us to sell the most wine. If you are confused or have questions, contact us.
Cross Merchandising Works – In many accounts which sell food and other products there are numerous opportunities to merchandise certain wines with other products in the store. Some examples include: A stack of Cristalino in the floral department, Cristalino with chocolates, Conde de Valdemar displayed next to meats, cheese or Pasta, Condes de Albarei or Marques de Alella with seafood. Use your imagination. Every opportunity to place our wines in high traffic areas and secondary locations sells additional wine.
Cleanliness Is Important – In addition to the obvious reasons for keeping bottles clean, keep in mind that bottles that get very dirty and dusty will look like they have been there a very long time and just don't sell. It doesn't take a long time on the shelf for bottles to become very dusty and no consumer If you feels comfortable buying wines that look old and in poor condition. If you don't own a feather duster, buy one. The investment is minimal and using it will be worth your while.
Make Sure All Wine Is Priced – If a consumer does not know how much a wine costs, they will be reluctant to take it to the register and risk being embarrassed if they have to send it back. By the same token, if a wine is mispriced, they could also be embarrassed at the register and that will create a bad impression with one of our brands. Make sure prices are correct and clearly marked according to store policy. This is also critical on case stacks where pricing signs can get lost or damaged and need to be replaced during re-stocking.
Vintages Need To Be Current On White and Rosé Wines – If these wines are more than one vintage old, they need to be picked up and exchanged for the current vintage. If you leave wines on the shelf which lose their fruit and freshness, then you risk losing a customer for life.
Where To Go On A Wine List? – You need to try to have the wine introduced By-the-Glass because if it is new and unfamiliar and it gets buried on the list, it will be difficult to succeed. Secondly, research has proven that wines lists are far more successful when set up by style or body of wine and not by varietal. Wines like Conde de Valdemar Crianza and Reserva fall into a category of light to medium bodied red. Marques de Alella and Condes de Albarei fall into fresh and fruity whites category.