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Consumer Discretionary
In a move to revolutionize the way wine is merchandised in convenience stores, Accolade Wines has rolled out a cutting-edge solution designed to simplify the wine shopping experience and drive category growth. This strategic initiative comes after a successful three-month trial with Parfetts Cash and Carry and its symbol group, Go Local, which saw significant sales uplifts. The new approach is supported by the Wine Advantage platform, an innovative tool that aids retailers in optimizing their wine offerings.
Convenience stores face several challenges when it comes to the wine category, including limited store space, time-poor staff, and a lack of wine knowledge among employees. Additionally, shoppers have a low dwell time, often making quick purchasing decisions. Despite these obstacles, wine shoppers are valuable customers, contributing to a higher overall basket spend compared to other categories. Wine typically results in a basket spend of around £12.55, significantly higher than the average spend of £7.27 across other convenience store products[1].
Accolade Wines' new merchandising strategy addresses these challenges by organizing wine based on price and occasion. The "fixture of the future" arranges wines with the lowest prices at the bottom and the highest at the top, while prominently highlighting different occasions to simplify the shopping experience for consumers. These occasions include "Gift, treat and celebrate" for wines priced £9.00 and above, "Party essentials" for £8-9.00, "Perfect for tonight" at £7-8.00, "Great value" and "Flavour favourites" both at around £7.00[1].
The trial conducted with Go Local stores demonstrated the effectiveness of this strategy. Participating stores experienced a 14% increase in total wine volumes sold and a 13% rise in overall values. Notably, category value increased by 9%, significantly outperforming the wider market, which saw a decline of 4% during the same period[1][2]. This success points to the potential for similar growth across other convenience stores.
To support this new merchandising strategy, Accolade Wines has launched the Wine Advantage platform. This online tool provides retailers with essential resources to enhance their wine categories, including:
To encourage participation, Accolade Wines is offering a free case of wine to retailers who sign up, implement the POS materials in-store, and share a photo of their display. This incentive not only rewards early adopters but also encourages sharing best practices across the convenience store network[2][3].
The new merchandising approach is designed to be simple and intuitive for both retailers and consumers. By segmenting wines by occasion and price, shoppers can quickly find the perfect bottle for their needs. This clarity can enhance customer satisfaction and encourage repeat business.
With wine being an impulse-driven category, improving visibility and accessibility is crucial. The Wine Advantage platform equips retailers with the tools needed to capitalize on this impulse behavior, potentially increasing wine sales and driving overall store profitability. Moreover, by focusing on big brands and offering engaging POS materials, retailers can improve the shopping experience, leading to higher customer engagement and loyalty.
Accolade Wines' commitment to supporting convenience retailers in optimizing their wine sales positions them as a leader in the category. As more retailers adopt this new merchandising strategy and leverage the Wine Advantage platform, it is expected that wine sales in convenience stores will see significant growth. This approach not only benefits retailers by increasing sales but also enhances consumer satisfaction by making the wine shopping experience more intuitive and enjoyable.
In summary, Accolade Wines' innovative merchandising strategy and the Wine Advantage platform are poised to revolutionize the wine category in convenience stores. By simplifying the shopping experience and providing retailers with essential tools, Accolade Wines is helping to make the wine category more accessible, profitable, and future-fit for success.
