Scaling Your Wine Brand In Current Accounts.
Here are some pointers in growing your sales in your current accounts.
1. Floor Displays: Creating secondary displays are important profit centers for small companies. Floor Displays are one of the most effective retail merchandising strategies available for showcasing your brand. Here is why you MUST include that in your strategy.
2. New Spots -refrigerator for your whites or at the entrance like shown in the restaurant.
3. Find niche spots like cheese areas and putting your merchandise near that.
4. Incentives towards depletion rate. Offer the retailer a timeline to sell for a reward. This is a very unique technique that I used, so instead of a quantity-based discount, you give a depletion rate based discount. An example would be if Mr retailer sells 30 cases in 30 days, they get the top deal all year round even for 1 case. Or they get a $500 visa gift card.
5. Sales reps: the most important person in the sales supply chain is the sales rep. Your sales reps can ask big favors to their accounts to put your wines at the right eye levels.
6. Say Hello to the retailer in person: go out on the road alone and say to the retailer “I wanted to thank you for keeping my wine”. This does go a long way.
7. Merchandising: Make sure to optimize your shelf talkers and case cards, if you have a floor display or a key spot and your product is not moving, a lot of times, its because of your merchandising. Try to spend some time in the store and see how people are reacting. I used to watch people pick up my wine and then they kept it back after reading the shelf talker. That’s a big NO for that shelf talker.
8. Hand selling: be good friends with the store staff. If they like you they will recommend your wine.
9. In-store tastings – nothing beats this. Go to the store on Friday and Saturday and do in-store tastings. Sell 2-3 cases.
So that's it. That's just a few things that you can do to grow your sales in the current accounts.
A quick reminder that only a few days are left to enter your wines in the 2020 London Wine Competition. For those looking to grow their wine distribution and penetration, LWC is a great way to get in front of real trade buyers and also get into the top 100 wines list for trade buyers and end consumers.