Flaunt it!

So you’ve, selected your range, trained the team to deliver the perfect serve, now’s the time to shout about your range.

If guests can’t see a product, then how can they buy it?

Merchandising is a combination of product display, visual sales messages, point of sale and menus. 

52% of customers have not chosen their drink brand by the time they reach your bar.

The correct use of merchandising can lead to drink choices that are more profitable for you, and getting it right could lead to an increase in consumer spend per head by 9%.

Why is visibility important?

  • Allows guests to be aware of the range available
  • Encourages guests to try something new or different
  • If guests are unable to see a range of drinks stocked, they often default into a lower spend

In this section you'll find some top tips on how to flaunt your range, including; 

  • Setting your fridge up for success. 
  • Making your menu sing
  • Display excellence
  • Get social

Setting your fridge for success

The layout of your fridge can make a big difference to sales, the fridge must laid out logically so it's easy for guests to find the categories they want, but exciting enough to entice them to trade up to high margin products lines. 

  • As most fridges are under the back counter, the top and middle shelves are the most important, this is where niche, premium, feel good and new products should be sited. The bottom shelf should be used for your core essentials, kids and teens lines and mixing must haves. 
  • Make sure the adjacency between drinks categories are logical. So packaged lagers and ciders should be sited together. Whilst soft drinks and wines, where possible, should be their own separate fridge.   
  • Vertical stack or horizontally block similar category products for maximum impact. With soft drinks and beer, ensure there are at least two facings of each product to create impact and stand out.
  • Give extra space to high margin products or focus drinks, after all these are where the money is. 

Tip: To maximise your fridge space, Mixers can be stored as an ambient product, as adding ice in the finished drink will create the perfect serve.

Making your menu sing

Not all your guests will visit the bar, or if they do the range can seem a little daunting, so a printed menu is a must.

Your menu is one of the most important tools in your selling armoury, it’s the one place that guests can see your whole offer, it’s also your opportunity to influence guests to the products that you want to drive.

From food and drink menus, to cocktails and kids, getting your menu in shape will make a real impact on your bottom line.  

See our menuology guide to unlock the secrets of great menu design.  

Display excellence

Need to push a product or offer? Create an impactful display to grab drinkers attention and lead them to the products you want to sell.

Eye level is buy level, so these places are the prime selling positions or hot spots in your outlet where customers are most likely to be influenced.  

Make it bold. If you want to push a particular product you can't beat a big display. Use products or a combination of point of sale and products to make an eye catching block display that will disrupt the customers normal field of vision.

Keep any displays clean and well lit, and back it up with staff training on the featured products so you can convert interest into purchase. Keep it fresh, your display should be regularly refreshed to keep customers interested.

Point of Sale Kits

Be selective and de-clutter. The back bar and other Hot Spots are your selling space,  make sure that you remove any clutter that will distract your guests attention. You'll need to find somewhere else to stash the darts, straws and cocktail sticks.

The best places to site point of sale or to advertise your offers are:  

  • Back bar display areas 
  • Above and beside the till 
  • Eye level fridges 
  • Optic rails
  • On or near front bar fonts
  • Staff uniforms
  • On the tables 
  • With your menus
  • On route to the bar

Tip: Customers typically follow a similar path when they come into your venue. Map your customers journey from entering to going to the bar or table, note down the prime positions which are visible on this route. 

Get social

With the growth of social media, review sites, websites and community forums, guests can be influenced before they even enter your outlet. So don't miss out on digital. 

There's always a range of things for you to shout about. Whether you want to promote specific menu items, a happy hour event, drum up interest in an upcoming event or a theme night its time to get social. 

Check out our social media marketing guide to start you on your way.

 

Getting Social: How to drive more sales through social media

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