Point of Sale Design for the Wine and Spirit Sector
The wine and spirits market in the UK is incredibly lucrative. In 2017 alone, 60% of UK adults drank wine and 48% of the UK adult population drank spirits.1 Consumers of alcohol are also preferring to drink at home, purchasing their alcohol in supermarkets or convenience stores, rather than spending their time in the pub.2 With this trend in mind, coupled with the popularity of wine and spirits, we have put together some ideas and tips to help you with your point of sale (POS) displays for alcoholic products, ensuring they stand apart from the rest.
Although this may seem an obvious point to make, deciding upon the markets you would like to target is essential. The age of consumers you are trying to attract will have a major effect on your POS displays, as will the price and type of alcohol you are selling. Showcase your alcohol suitably in POS displays to match the interests and tastes of those you are trying to impress. For instance, the use of vivid colours and LED lights are likely to attract the attention of party-goers rather than those wishing to purchase a bottle of premium whiskey.
Seasonal Promotions and trends
How you present the products on the shelf is always a challenge and can be overwhelming for consumers when there is a lot of choice! While many people are happy to look at the bottles in turn, others prefer to be guided. Making eye-catching, promotional stands for seasonal products is always a sure way to entice people in who will associate certain products with the seasons. Who doesn’t enjoy Pimms and lemonade with their strawberries and cream in the summer or spicy mulled wine near Christmas?
Remember to keep up to date with the latest trends. The popularity of gin has seen a massive resurgence in the last six years, with a record 47 million bottles sold in the UK during 2017 alone!3 With a focus on buying local and from independent sellers, craft distillers are thriving and can be showcased through innovative POS in store, as well as the various flavoured and coloured gins also available. Remember too, that mixer drinks like tonic water and lemonade should be kept close at hand to their alcoholic counterparts in your POS display design to ensure that consumers buy what they need.
Construction of display units
Aside from seasonal promotions, using items associated with the production and distribution of alcohol is a way of making the displays appear rustic and simple, but it also brings additional meaning to the display. Why not transform old beer casks and wooden crates into display units? Adnams Cellar & Kitchen shop in Southwold has used this to great effect where the packaged drink is displayed on or in the items which it was brewed in, creating a ‘symbolic’ heritage for the product.
Wood also has other connotations in the wine and spirit industry. Traditionally, premier products, such as well-aged whiskey and brandy, would be displayed on polished wooden stands to signify their quality and expense. For more contemporary shoppers, the use of wood may be appealing due to its sustainability. Therefore, as Mike Lukjaniec states, sustainable wooden POS displays have ‘emotional benefit that persuades many consumers to buy’4
If you are a retailer, one key thing to remember when designing the layout of your POS displays is that you are not just representing the brands you stock, but also the type of shop you are!
Displaying information about your products is also a clever way to engage consumers. Of course, you do not have to create detailed analyses of every bottle you hold in stock or bamboozle the customer with the information you are wishing to relay. Marking bottles as ‘recommended by staff’ with a brief reason using a paper tag round its neck or shelf-talkers is a simple, yet effective method to help consumers choose your product.
If you prefer something more hi-tech, how about incorporating screens or iPads in your POS displays? These can be as interactive as you please and can provide your customers with key information about your selection or list your inventory and recommendations for the individual based on their preferences.
With such a vast amount of choice, it is incredibly difficult to decide the taste and quality of a wine or spirit through a sealed bottle. Offering customers tasting sessions or free samples in store, as part of an interactive POS display, will allow consumers to make an informed choice and will also get them intrigued about other products. Smell and taste are very closely connected so allowing consumers the opportunity to have a sip of the latest flavoured gin or exotic white wine will allow you to show off your products. If you have in-store representatives for your brand, it will also give you the opportunity to chat with your customers and perhaps make recommendations based on their preferred flavours – if they disliked the taste of the one they have just tried perhaps they would like the one over on the next shelf?
Linc POS are experienced in creating stunning, functional POS displays to promote wine and spirit brands, retail outlets and their products. If you would like help with the design and installation of POS displays to show off your wine and spirit selection then contact LINC POS on 01526 869 299 or via email at email@example.com