The publican project - find your range
The following article is brought to you by Diageo.
Why is the product range of your back-bar and chillers so important?
To help your customers make a swift, informed choice and to encourage them to buy those products most profitable for you, your bar needs to be clearly laid out. One of the most important areas in any outlet is the back-bar. This is your "shop window" and occupies the focus of attention for your customers.
The range displayed not only impacts on your customers' perceptions of the quality of your outlet but is also a significant prompt to purchase. Forty per cent of purchasing decisions are not made until your customers reach the bar (Source: ID Magazin Pub Research 1999-2000).
Your customers will be happier and you will make more money if your drinks offering achieves the following objectives:
- It is tailored to suit your outlet type and customer profile
- It satisfies customer expectations - Particularly in the chiller where delivery at the right temperature is a major factor (one in four customers claim to have been served warm product from the chiller)
- Your stock levels are kept to a minimum thus reducing the chance of serving old product
- It improves the quality perception and customer confidence in you outlet.
What RTD products should I have in my range?
RTDs have been the success story for drinks since the launch of Smirnoff Ice®. You must constantly review your RTD offering to ensure that you maintain your "finger on the pulse".
- New products should only be stocked if they are:
- real innovations based on clear consumer rationale
- products with a brand parentage, as they offer genuine reassurance to the consumer
- products with advertising to support the launch
- Constantly review your chiller space allocation as tastes change
The category is still driven by male and female preferences:Males prefer the "invigoration" theme, with products such as Smirnoff Ice® and Smirnoff Black Ice®, whereas females tend to prefer "fruit-based" products such as Archers® Aqua variants.
It is important to stock the best selling brands, as this is what your customers demand. The top five brands (Smirnoff Ice®, Archers® Aqua, Breezer, WKD and Reef) account for over 88 per cent of RTD sales.
How do you decide which spirits to display in your outlet?
The same principles apply to spirits where the top five brands (Smirnoff®, Bell's®, Gordon's®, Bacardi and Jack Daniels®) account for over 40 per cnet of total on-trade spirit sales.
- Stock the top-selling brands
- Ensure your brands reflect the customer profile of your outlet
- Remove slow selling products from optic
- Come back to the Category Development area on thePublican.com in July for merchandising tips that will help you make the most of your back-bar and chiller.
Can esp help?
esp is a real business solution for publicans, designed by Diageo GB. The esp programme aims to promote quality across all areas of the on-trade in order to help you increase your profits.
Our dedicated training team runs interactive sessions all over the country. Training is based around six key category levers:
- "The Perfect Serve"
- Upsizing
- Range and layout
- Premium brands
- Fridge merchandising
- Customer service
We give you the tools to train all your staff including an esp manual called The book and a training kit
We give you point-of-sale material to communicate to your customers that you are a QUALITY driven outlet
We offer on-going support and communication including a monthly esp magazine with hints and tips to help you grow your business
We run an incentive scheme - esp points can be redeemed for exclusive rewards
If you would like further information, please email: espadmin@klm.co.uk or write to: esp team, Diageo Great Britain, Lakeside Drive, Park Royal, London, NW10 7HQ, or telephone the esp hotline on: 0121 472 9020.
