The challenge of increasing retail store traffic and wine sales is something that every wine retailer faces. To stand out in this competitive market it has become important to adopt innovative strategies and marketing tactics, and enhance the overall customer experience. Here is a list of 6 easy and effective strategies that can help you to distinguish your store from the rest.

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1. Feature A Dynamic Wine Display

Wine displays are the perfect eye candy that grabs a customer’s attention to your store. It’s a visual destination that communicates and elevates your in-store experience. You can make it engaging by displaying your best-selling and high-margin wines and by using bright lights, adding catchy sign boards, and enough space. Design and put artistic labels that talk about the wine on display, its origin, and a small how to pair it guide. Lastly, add a fresh touch to your display by telling a compelling story about why a consumer should purchase your wine.

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2. Hire Knowledgeable Sales Staff and Invest In Their Learning

The importance of hiring well-trained staff with wine industry knowledge is crucial. Recruiting a staff that has a basic knowledge about different types of wines, wine growing regions, wine characteristics, and other things like wine storage, glassware, wine tools, etc. can aid a retail store in increasing its wine sales more effectively. Such a staff can well guide a customer who does not like wine or who is not familiar with wine types. They can make recommendations on wine selections to the customers and instruct them on wine storage.

You can also call an expert to train your staff and teach them how to better converse and approach people. Ask the sales team to expand their expertise by using wine apps and reading wine magazines. Engage them in learning sessions about wine ratings and reviews, pairing information, and wine trends with helpful guides that in turn can be applied to assist a customer in making a purchase. Offer tasting opportunities to your staff in order for them to know more about the wines you sell.

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3. Host Tasting Events and Offer Wine Subscription Boxes

Hosting enjoyable wine tasting events for your customers is a great way to promote your in-store wine sales. Customers love experiences where they can learn and enjoy wine with the three favorites: food, friends, and family. Elevate this experience by bringing in celebrities, sommeliers, or trade representatives for tastings. This creates excitement and drives traffic to your store. On top of this, a theme-based or a near-festival wine tasting event can be a definite crowd-puller. With the right advertisement, you can leverage this opportunity to interact with your customers, showcase your wine selection, sell premium wines, and gain customer loyalty.

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Along with this, another way to increase the sale of your store’s premium-quality wines is by asking customers to subscribe to a wine subscription box. A wine subscription box is a subscription designed to send out wine bottles on a monthly or quarterly basis to your customers. You can add stylistic variations to your wine box by including either red wines, white wines, or a mix of both. Add a little backstory about the wine in the box, writing about the winery, grape varietal, its wine region, tasting notes, and a food pairing guide.   

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4. Sell Wine-Adjacent Products

While non-wine items typically make up a small portion of revenue, offering wine-adjacent products is important for branding purposes and makes your store a one-stop shop for your customers. A range of wine glasses, wine decanters, preservation tools, wine stoppers, etc. completes a wine-shelf items list that customers often buy. Selling these products with your wine lets a customer know that your store can take care of all their needs. Wine books, wine magazines, and food pairing guides can also be added to your stock. 

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5. Offer Delivery Services

A wine delivery service can make sure that your customer gets an easy, stress-free shopping experience. It’s a highly convenient option for fulfilling bulk wine and party orders that also saves a customer’s time. It promotes a positive business relationship between you and consumers. You can advertise your local delivery services by emphasizing unique perks and incentives and in turn increase your store’s profitability. 

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6. Offer Personalized Deals and Discounts 

One of the essential aspects of customer service is recognizing and rewarding your customers. Give a special gift to a customer who is shopping for the first time. When a regular customer comes in, consider giving him spontaneous discounts or free-delivery rewards. The best way to retain customers is by offering personalized service to them. Chat with your customers and give them personal attention by asking them questions such as — what are their tasting preferences, wines they like and dislike, give them various wine options, and ask for their feedback. You can also throw a spotlight on your customers and feature them every month by posting a customer’s picture on social media or on a bulletin board in your store. 

Article by Aanchal Sharma, Beverage Trade Network

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