Download - 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