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Display: Manmohan’s spirits lines weren’t arranged by type, so it wasn’t obvious to shoppers which lines he carried.
Grab attention: Premium brands are important to sales, but top-selling lines weren’t standing out in Manmohan’s fixture.
Plan ahead: Some of the bestsellers were missing from Manmohan’s display after a busy period, meaning he could miss out on sales.
Changes to Drive Sales:
Display: Manmohan’s fixture was remerchandised to place products like rums and whiskeys together vertically, making it easier to shop.
Grab attention: Premium spirits brands were packaged in eye-catching gift boxes to draw shoppers’ attention.
Plan ahead: A bigger range of bestsellers was kept in Manmohan’s stockroom in preparation for peak periods, meaning he’s never at risk of losing out.
I have noticed real improvements in my spirit sales since Diageo helped make changes for us. For example, 35cl Captain Morgan has sold about three times as much during the trial period, and I’ve sold new lines that we’ve introduced during the visits. Importantly, the display also looks really good and is easy for shoppers to understand, so we’ll definitely be keeping Diageo’s changes in place.
Key lessons for your store
Make sure spirits of the same type are merchandised together to keep your display clear.
Draw attention to premium lines with PoS and attractive gift boxes.
Stock up to make sure you’re never leaving gaps in your fixture.
Londis Manor Park, London
Visibility: Kamlesh’s display didn’t highlight his expansive range and competitive pricing
Premium brands: Some bestsellers weren’t as visible in the fixture as possible, meaning a potential loss of higher-value sales
Trends: Up-and-coming spirits, such as gin, were displayed further from Kamlesh’s till out of customers eyeline
Changes to drive sales:
Visibility: Clear on-shelf labeling, PoS and shelf strips were introduced to highlight Kamlesh’s range
Premium brands: Premium brands, like Ciroc, were placed higher up and centrally within the fixture to draw shoppers’ attention
Trends: On-trend gin, such as Gordon’s Pink, was repositioned closer to the till in customer’s eyeline to help Kalmesh cash in on sales.
We have seen real improvement in the spirits category during the trial. The reason it’s working is because our customers have noticed the change and really appreciate seeing something different –it makes them more likely to buy. I learned a lot from Ben and the changes he made, sales have been steady since Diageo’s visit. I think all retailers should take part in similar projects, whether they have a large or small store – it can only benefit them.
Key lessons for your store
Highlight your spirits range and great prices with PoS and clear labelling
Encourage trading up to premium lines by positioning them centrally
Bring trending lines closer to your pay point to boost last-minute buys.