Effective point-of-purchase material will enhance your overall retail offer.
Wherever we go nowadays we are bombarded by different messages as brands look to influence consumers decisions. If you were to take a look at your own business with a critical eyes, how often is the point-of-sale material that you have around your business right up to date and focused on the brands you want to drive?
The art of merchandising is fast becoming a highly disciplined area, and is often a reflection of your overall retailing offer. In the past we believed that promotional mechanics drove consumer purchase and trial.
However in reality only two per cent of consumers are influenced in this way. In fact 35 per cent of consumers are influenced totally in their choice of drinks by product merchandising.
How can you effect your consumers' decision at the print of purchase?
- Barstaff
Members of your barstaff team are a very powerful sales force. Consumers are very easily influenced by the barstaff in their choice of drinks and yet only five per cent actively sell at the bar.
Only eight per cent of staff wear uniforms, yet branded attire contributes to dramatically improving the quality impression of your pub, and can influence the service team to really push brands that make you more profit.
Glassware
Consumers appreciate beer in a glass that is clean and relevant to the brand. Foreign travel and premium imports are highlighting the benefits of branded glassware.
Currently only six per cent of pubs offer beer in the correct branded glass. Coors research has shown that an average nine per cent uplift in throughput is achieved when using branded glassware.
The use of branded glassware also affects the quality image of the pub, and their overall perception of the quality of beer.
Permanent point of purchase
Creating demand thought eye-catching point of purchase (POP) that creates consumer desire for a brand. The retailing challenge is to invest in impactful POP material that ensures consumers connect with brands.
This can be done in a number of ways:
Branded neons Garden umbrellasGrolsch Silver Service
Exploiting the corridor of power:
Coors Brewers challenges you to take the car to bar test and look at your business in the eyes of your consumer
- Does your exterior convey the atmosphere of the interior?
- Are all the merchandising messages up to date?
- Are your offers consistent throughout the bar?
- Have you focused on a few impactful displays?
- Are all your fonts lit?
- Is the back-bar free of clutter?
- Are your staff fully aware of the key promotional activity?
- Are you utilising your hotspots to maximise profit?
- Coors is passionate about helping to raise the overall standards of merchandising and retailing in the British pubs.
This article has explored some of the latest thinking in terms of improving overall retailing standards.
Make your business stand out against your competition, be creative, be different, focus on quality and a good bar staff team and you will be surprised what a difference it makes to your business.
Top Tips
- Identify areas of your bar where you will create most impactful displays
- Keep all your POS material fresh and up to date
- Ensure your barstaff team are fully engaged in your promotions
- Raise your bar image by using correct branded glassware.