Devil is in the Details Vancouver International Wine Festival 2013

Twitter: @paulrickett Email:[email protected]

Paul RickettBowen Beer and Wine Cellar

March 1, 2013

The

is in the Details


It’s All About TrustUpdate

Trusted Staff

Friends & Family

Store Signage

Bottle Labels

Restaurants Other store staff

Canadian Press

US Press Ind. Bloggers

0%

50%

100%

150%

200%

Wine Selection Influences Ranked Relative to Mean Score

Mean

n=79


2 Years on, Different Country, Bigger Sample.....

F&F F&F+TS Sales+TS In Store Sales Ads/Press Internet Other0%

5%

10%

15%

20%

25%

30%

35%

40%

AAWE #1192012Bradley J. RickardJill J. McLuskeyRichard W. Patterson

It’s All about TrustPaul RickettVARKETING!2010


Since 2010, Change is Perceptible

US 21-25 age group 2x more likely to refer to internet than 26-40 age group26-40 age group 2x more likely than >40 age groupBut....regular wine drinking remains more concentrated in >40 age group


A COMMUNITY LIQUOR STORE


10% SKUs =40% Sales

80%

selection

hand pickedUS Sales up 50%

Chardonnay

down by 1%$18 avg

btl wine


Works or

shops in YVR

Regularly

shops 2-3

diff. Wine

Stores

2800 adults year round

Summer peakw/tourists and residents

Know Thy Customer

Walking Gift

Registry

Support for community events

Constant

feedback

Loop

Coffee Shop

networking

Shift consistency

Rotating selection


Wine 49% LRS av. 34%

Average

$/sqft

$1,500

15% <Ave

$/FTE

$500K

55% shelf efficiency vs LRS ave 67%

~500Wines

Open Layout

New Products& Events

All whites in Coolers by varietal

Food pairing

center


The

is in the DetailsThank You

Devil is in the Details Vancouver International Wine Festival 2013

Business

Transcript of Devil is in the Details Vancouver International Wine Festival 2013