SUCCESSFULLY COMPETING WITH THE BIG GUYS

IDEAS FOR THE OFF PREMISE RETAILER

In a comment to a recent post, a reader said, “All your ideas are good, but they have the effect of lowering the retailer’s operational revenue.” We discussed it here at Ariston and decided a reply was necessary. Our last post offered ideas for the on premise retailer. Here are some ideas directed at the off premise retailer (please review all new ideas with your local ABC):

As for the off premise, Wal-Mart is showing great numbers too. How can a local package store possibly compete with a Wal-Mart type box store?

A similar exercise will result in answers here too:

Tommy’s Package Store……..Wal-Mart type box store

Variety (more SKU’s)………..........Low prices on featured items
Personal attention……………..........One-stop shopping
Friendly atmosphere……….......….Employees for stocking only
More cold beer selections…….......Limited choices per category
Easy in & out parking....................Huge parking lot
Owner (you) will bring in items for customers
Locally owned…location close to customers
Services available:
- Home parties
- Bartenders
- Large Draught Box
- Knowledgeable staff to help customers
- You can offer to carry orders to the car

Drilling down here too, you can make some intelligent, tactical decisions, enabling you to compete with the big, box stores:

1) Let your customers know you carry a greater variety of items than the box stores do

2) Give your customers personal attention…learn names and brand preferences whenever possible

3) Offer to bring an item in just for a customer

4) Take the time to “teach” your customers about the brands and packages you carry. This added value (not available at the box store) will be appreciated and hopefully create loyalty to your store

By spending none of your operational revenue on your plans, your future is not in your hands. Using some of that revenue intelligently will keep you ahead of the herd. Choose your battles. Never try to meet the box store’s pricing. Go after them where you have the advantage.

Always remember to invest in beer, plan ahead and think outside the lines.

We appreciate your continued support. Feel free to contact us at any time.

Thank you,

Don Apostolos

The Apostolos Pro Beer Post

973.692.9585

dapostolos@optonline.net