Wine Retailing

80% of wine buyers are women. A recent article published by Emerald Group (Women wine consumers: information search and retailing implications) examined the differences in how men and women select wine.

It turns out that both men and women view wine as a high risk purchase. They want to avoid being embarrassed in front of business associates or friends. Both men and women manage the risk by getting information at the point of purchase—which is where 70% of the purchase decisions are made.

The sources of information tend to differ, however, for men and women. Men have a stronger tendency to read reviews and even books. Whereas women will look more closely at the labels and shelf tags. Both will rely on country of origin in the absence of other information. Men are more likely to walk away without making a purchase.

What does this mean for retailers? Have the information available for both men and women at the point of purchase, and make it easy to find.

Author: Louis Lamoureux – CEO, BuyersVine. louis@buyersvine.com

When Jane Shopper walks in, do you think to yourself, “There she is, my next best customer!” In this challenging market, you should. Your leadership is the key to seizing each opportunity to create a loyal customer. Loyalty driven shopping environments generate long term, relational business.

Customer Perception: Your store must be clean, warm and well organized. Warmly lit stores with rich colors create a comfortable hominess. Comfortable people linger and buy more wine!

Rock Stars One and All: Never underestimate the power of knowing your customers by name and preference. Retail shoppers are starved for people who care about them more than the phone, the computer, the visiting salesman and most certainly more than the other employees.

Wine is So Confusing: Contrary to popular myth, shelves lined with wine are not friendly! Sub-divide by some logical grouping like grape type, organize the wines by price, create effective signage, break up the shelving, pair up wines with take home meals and do not offer selection overkill.

Create Confidence: The “easy” factor is accurate, easily accessed information. An educated, sales oriented wine professional is a nice touch, but might not be an option. What your customers are craving is “self-propelled” information that makes them look smart and feel confident.

Author: Ron Edwards is a Master Sommelier who partners with restaurants, hotels and retailers to create consumer focused beverage programs. Improve your business by contacting him at 231-675-1312 or www.ronedwardsms.com

A recent study by BMG Online First found that wine buyers are typically higher income, have higher education levels and tend to buy healthier foods than other shoppers. Most important, wine buyers typically fill their carts more than other shoppers.

Often, they are buying wine for a specific occasion. And they need everything else for the occasion: cheese, meats, sauces, the list goes on. Supermarkets who can keep wine buyers coming back will enjoy higher sales not just of wines but other products as well.

Further, retailers who can let shoppers know which products such as cheeses, meats or sauces, match their wines will drive sales of complementary products.

Author: Louis Lamoureux – CEO, BuyersVine. louis@buyersvine.com

We have seen that for most consumers, the average time from purchase to consumption of a wine is measured in hours, not days, months or years.

The purchase is often made for an occasion – a near-term dinner or a party, usually not to add to the shopper’s wine cellar. Therefore, retailers who can help shopper buy the wine that is right for the occasion will enjoy repeat business.

Shoppers will consider price , quality and value important. But getting the right wine for the immediate occasion is paramount.

Author: Louis Lamoureux – CEO, BuyersVine. louis@buyersvine.com

When consumers find a toothpaste or a soda they like, they stick with it. The same is not true for wine.

With thousands of wines to choose from and with wine being more of an adventure than other products, consumers are willing to try different brands much more frequently. In fact, with so many brands, it is often difficult for the consumer to remember the name of the brand they liked.

Consumers will, however, stick with a retailer that helps them get the right wine for the occasion. While consumers have lower loyalty to the wines themselves, they have strong loyalty to their wine retailer.

Author: Louis Lamoureux – CEO, BuyersVine. louis@buyersvine.com

70% of wine shoppers are uncomfortable selecting wine.

Wine is actually a higher risk purchase than almost every other product. Since shoppers are often buying a wine they have not had before, there is risk that they will not like it and therefore have wasted their money and wasted an opportunity to enjoy a bottle of wine!

More importantly, as wine is often shared with friends or family, there is the risk of “blowing it” – purchasing a wine that the guests do not care for or that does not match the meal. Whoever brings the wine has an opportunity to be a hero or a loser!

Retailers who can increase shoppers’ confidence in their purchases will enjoy customer loyalty.

Author: Louis Lamoureux – CEO, BuyersVine. louis@buyersvine.com