I went to the Moore Brothers Wine Company at 51 35th st for my retail beverage shop analysis. The moment of truth I had when I first walked into the shop was small. The wine shop was smaller than I expected with a counter in front of the entrance and the rest space occupied with shelves. I told the staff about my purpose of coming here and obtained permission to take photos.
One of the friendly staff called Bill was kind enough to walk me around the shop and gave a tour as I walked around the shop I have discovered a few disadvantages such as lack of labelling. The only tag they have on the shelf was the price, no shelf talkers were used, and no region labels were attached to the rack for the customer. The staff answered my question about the organization of wines; they organize wine by regions. But I discovered that they don’t label the shelf with which country or areas. Imagine a customer walked in for a bottle of red from France and had to look through every bottle to find the one.
I also asked about the source of wine, marketing plan used and how to decide which wine to sell. After given the answer I found that this shop is unique because they work straight with producers and have a long term relationship with them. All the wines are directly shipped from the producer with temperature controlled at 56 degrees through the entire journey. This relationship is a good thing because they can monitor the quality of the wine, and can trace back to the producer if any of their wine were terrible. However, because they work directly with the producers, they have a limited choice. They choose wines mainly based on what the producer instead of primarily based on the demand of the market. For instance, they only had two bottles of wine that is from Spain, and both were white. This method of work directly with producers limited the choice for their customers.
Overall I think the wine shop has more advantages than a disadvantage. They were able to maintain their quality through working with the producer but the wine shop is limited with not a lot of choices and space of the shop wasn’t so big. But since their clienteles are based on the word of the mouth of an existing client, they only do business with the limited customer