By John Hicks of Headline Promotions
http://www.headlinepromotions.co.uk/
I do not know if you are experiencing this as well but several operators have told me that the drinks wholesaler and manufacturer representatives are pushing premium brands as a way of helping to beat the current “credit crunch”.
Premium brands are being represented as one way to increase profit margins and, by increasing customer choice, raising footfall and keeping them in the venue longer.
As I write this article, I have BBC News 24 in the background with the Chief Executive of M&S talking about keeping most customers through maintaining quality and price. He accepts that many cash-strapped customers are turning to Lidl and Aldi but he is hanging on to his wealthier younger and older customer base.
I suspect there is a lesson here for us. Let’s keep our standard brands and house special offers well displayed but have premium brands on the back bar, equally well publicised, with a price differential (and margins) which reflect their brand equity.
I say back bar because part of the premium brand customer experience is about the theatre of a more personal service, great POS, special service (using ice, lemon, lime, long glasses, umbrellas or whatever it takes to make that drink special - even cherries if you must!). That isn’t to say that you have to go down the cocktail route but even that is an option if you can ensure staff training will enable you to deliver consistent standards.
Before you launch your premium brands, do listen to the customers to see what particular products they wish to see you stock. I would even consider a simple questionnaire - with the hook of an invitation to a launch party (maybe sponsored by the drinks supplier) when you introduce the new ranges. In this way, you can reasonably ask for their contact details for your database (oh, I do like that!).
When you launch them, ask your supplier about staff training opportunities, incentives and sampling support. Irrespective of that support, do hold a training session with your staff anyway. Not only is it good for morale but you can enthuse your people to up sell and raise their standards. Get them to think about how they can promote the new products, generate high impact displays and understand the products.
The launch is a chance for you to hold a party night in your venue to raise footfall, raise awareness and demonstrate to your suppliers that you are serious (especially important if they give you good support). Maintain customer awareness through good POS and promotions in your newsletters or advertising.
Finally, please do not forget to review your offering every few month’s to ensure that the objectives are being met. Look out for supplier special promotions and incentives but don’t get carried away with them!
Christmas is coming, this maybe just the time to do something special!
Photo courtesy of Global Brands Limited who have recently announced the launch of a specialist Premium Drinks division.
