Estrategia para aumentar las ventas de alcohol, Abasto Magazine

Aumente las ventas de alcohol con una estrategia centrada en el comprador. Adaptase a la relevancia cultural, experiencia de compra y las conexiones.

FOOD INDUSTRY CELEBRATING Hispanic Heritage SShohopppperer--FFooccuusseedd SSttrraattegegiieess ttoo I Innccrreeaassee A Allccoohhooll S Saalleess By Ron Margulis s the title suggests, this column may not be for everyone, advisor. but even if your stores don't sell beer, wine or spirits, you Sponsoring local Hispanic events and festivals and being may want to read on. Understanding the cultural, social present at community gatherings will also build brand loyalty Aand economic factors that in昀氀uence shopper spending and trust, as will shopper rewards programs that incentivize decisions is critical to e昀昀ectively marketing and selling all repeat customers with discounts or special o昀昀ers on their products, and that's precisely what I'll be talking about. favorite alcoholic beverages. Retailers need to use these e昀昀orts to gather data on customer Cultural relevance and selection preferences and tailor future promotions accordingly. Let’s start with cultural relevance and selection. Retailers should o昀昀er the popular and traditional brands that the Ensure that Prices Are Competitive Hispanic shopper prefers, especially those they recognize from with Other Local Retailers their countries of origin (or those of their ancestors). Surveys show that the Hispanic shopper is value conscious Stocking popular Latin American brands of beer, tequila and often looks for the best deal. O昀昀ering bulk discounts or rum, and wine will resonate well with shoppers, so stock promotions can attract cost-sensitive shoppers. Corona, Modelo, Paci昀椀co and Dos Equis beer; Don Julio, Patrón, In addition, try bundling alcoholic beverages with related Jose Cuervo and Herradura tequila; Bacardi, Havana Club and products like mixers, snacks and traditional Hispanic foods. Ron Zacapa rum and Malbec from Argentina, Carmenere from 吀栀is not only increases the average transaction value but also Chile and Spanish Rioja provides convenience for shoppers looking to host gatherings or celebrations. How to Improve Marketing Retailers should train their sta昀昀 to be knowledgeable about to Attract the Shopper the di昀昀erent types of alcoholic beverages (and other products), Retailers can create themed displays and o昀昀er discounts on including their origins and how to best enjoy them. It often popular alcoholic beverages to help celebrate these occasions. helps to provide brochures or 昀氀yers with pairing suggestions Along the same lines, a great merchandising technique and cocktail recipes that educate customers about the di昀昀erent for the category is to create vibrant, colorful shelving that items o昀昀ered. highlights special promotions or seasonal o昀昀ers to catch the eye of the shopper. Non-Alcoholic Beverages Try using cultural symbols and imagery to create an inviting are a Gold Mine and familiar shopping experience, using bilingual signage A 昀椀nal point about non-alcoholic beer and wines like Cerca to cater to both English and Spanish-speaking customers de Cerveza and Kally Rosé Sparkler, and mocktails. All retailers and feature recipes and cocktail ideas that incorporate the can and should be selling these categories because they are beverages being promoted. growing faster than their alcohol cousins and the trend show Like almost everything else edible or drinkable, sampling no sign of softening. and tastings are a very e昀昀ective marketing tool if permitted By embracing cultural relevance, creating engaging and by local laws. informative shopping experiences and fostering community O昀昀ering in-store tastings introducing the shopper to new connections, retailers will more e昀昀ectively merchandise and products works particularly well, as it not only drives sales, but sell alcoholic beverages and related products to the shopper. also gives customers the opportunity to try before they buy, 吀栀is will not only boost sales but also build long-term loyalty which increases their con昀椀dence in the retailer as a trusted and trust. 3636 SSEEPPTTIIEEMBRMBREE//OOCCTTUUBRBREE 2 2002244 AABBAASSTOTO..CCOOMM