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Stefan Appleby

Stefan Appleby
166 POSTS 4 COMMENTS
As head of digital at Newtrade and editor in chief of Retail Express, Stefan sees, first-hand, all the newest product launches and developments and gets to talk to everyone across the retail sector, from independent retailers to managing directors. Stefan can be found on Twitter at @Stefan_Appleby, on stefan.appleby@newtrade.co.uk or on 020 7689 3376.
You cannot underestimate the value of your window as a marketing tool

I sat outside a bar in Düsseldorf the other weekend, mesmerised by the shop opposite. It had a big front window, enticingly lit, showcasing –...
If Fortnum & Mason can keep beer shoppers happy, so can you

I recently popped into Fortnum & Mason on Piccadilly in central London. The ground and lower ground floors of the store are devoted to food....
Alcohol - craft beer fixture

In the past 48 hours I’ve received news announcements about craft coffee, craft chocolate, craft soda and craft alcoholic soda. We might not be...
minimum alcohol pricing

I love the fuss around the launch of manifestos in General Election campaigns. It’s a rare member of the public indeed that ever reads...
Use the story behind alcohol innovation to sell to your customers

Two things on my mind this week. The first, the general public. The second, packaging. The reason they’re on my mind is because of a...
Can you compete with wine through your shoppers’ letterboxes?

There is no new thing under the sun, as the old Biblical phrase goes. Times may change, fads may come and go, but all...
Lessons on your alcohol range from the Big Apple

I’ve recently returned from a trip to New York. While away, I was really keen to explore the alcohol offering of New York’s convenience...
merchandising

The facts Name: John Green Shop: Premier Green End News Location: Sawtry, Huntington Size: 540sq ft Staff: 5 part-time The IAA’s Stefan Appleby, Helen Tagliarini of Mars Chocolate...
Embrace change in your alcohol range

Twenty years ago today, Mama by the Spice Girls was number two in the charts and Tony Blair was days away from leading Labour...
Alcohol prices - prosecco

I was at an event last week where a trade marketing manager spoke about the difference between what retailers think customers want and what...