The place that I went to visit is the Grand Wine and Liquor located in the 30-05 31st, Astoria. The person that help me to take a tour in the place was Robert J. Battipaglia. He was so kind and help me a lot.
The first thing that I notice when I enter to the place was that the wines were classify by region. By classifying the wines by regions, helps customers to identify faster and it will be easier for them when looking for a specific wine. The place was clean and it was easy to walk by. Something unique that this store have is that they sell wines that are unique and in most cases is difficult to find this type of wine in other places.
In order to have a successful store he use 4 strategies, the first one is merchandising, this means that in order to attract customer he puts high profit items. As shows in the picture below to the left this table is an example of high profit items. The second one is multiple bottle strategy, which consist on a promotion as 2 for $20 and the mix and match color label by giving the customer’s the opportunity to combine any bottle of wine with the same color of match and be able to try different varieties of wine. The third one is a loyalty programs which help customers to earn point every time they purchase a wine. The last one is quantity discount which persuades customer to buy wines in order to get a discount.
The best selling wine in this store are from Italy – Mionetto Procsecco which is on the right, this wine is a sparkling wine which consist of a refreshing flavor of golden apple, honey and white peach. The other one is New Zealand- Oyster Bay is a mix of fruit flavors.
This picture below shows some example of “Shelf Talker” in the store. The entire store provide a shelf talker. The shelf talker in this place help people to identify the name of the wine, the price of eachwine, give a brief explanation on what flavor the customer’s should expect when drinking this wines and in some shelf talker it can provide a suggestion of foods that the wine can be combined.