1 RANGE Rule number one is to have a range that s clear and easy to shop. For example, this could mean having more of the same brand instead of lots of different ones. The table below shows how many bottle facings of each category we recommend for a small, medium and large spirits fixture. In the last column, there is a list of brand leaders for each category. TO WORK OUT YOUR IDEAL RANGE 1 Choose your closest shelf size from the table below. 2 Once you ve chosen the size of shelf, this will give you the recommended number of facings you should have for each sub-category. 3 For each sub-category, choose which products and brands you would like to stock in your store (e.g., 50cl, 35cl, 20cl, 10cl etc.) 4 When choosing your products, be selective and stock the brands and sizes (e.g., 35cl, 20cl) your customers will buy. Remember that big name brands sell well and reflect on the quality of your store. Recommended Facings SUB-CATEGORY Small 4x1m shelf Medium 6x1m shelf Large 6x2m shelf Top Brands* 14 20 41 11 13 25 2 2 3 3 4 9 WHISKEY 2 2 3 SPECIALTIES 3 4 7 WHITE & GOLDEN RUM-BASED SPIRITS 3 5 10 1 1 2 CREAM LIQUEUR 1 2 2 NON-CREAM LIQUEUR 2 2 4 MALT WHISKY 3 4 8 DARK RUM 1 2 2 INNOVATION 2 2 5 TOTAL 48 63 121 Glens Vodka Smirnoff Vodka The Famous Grouse Bell s Blended Scotch Whisky Three Barrels Grape Brandy Christian Dupre Brandy Gordon s gin Bombay Sapphire Gin Jack Daniels Southern Comfort** Vodkat Malibu Bacardi White Rum Captain Morgan s Spiced Courvoisier VS Martell VS Baileys Original Irish Cream Liqueur Irish Meadow Tia Maria Drambuie Glenmorangie Original Single Malt Glenfiddich 12YO Single Malt Mortons OVD Dark Rum Captain Morgan s Dark Rum Your choice of new products in the market *AC Nielsen, Scotland Off Trade Data to W/E 14/05/2011. **Although Southern Comfort is classified as a speciality due to its lower ABV, it is mostly ranged within the Imported Whiskey category. Shoppers expect to find it here due to its American heritage. THINGS TO CONSIDER WHEN CHOOSING YOUR RANGE: Compare your range with the recommendations above. Are they roughly the same? If different, is there a good reason for it? Consider the kind of area your store is located in and what kind of products your shoppers will be looking for. For example, a store that attracts younger shoppers might do well increasing share of space on shelf for categories such as vodka and imported whiskey.
PRODUCT RECOMMENDATIONS 40.2% SHARE SMIRNOFF NO.21 RUSSIAN STANDARD ERISTOFF ABSOLUT RED SQUARE RUM & RUM BASED SPIRITS 8.5% SHARE CAPTAIN MORGAN S SPICED CAPTAIN MORGAN S RUM BACARDI WHITE RUM MORTON S O.V.D. RUM LAMB S NAVY RUM 8.3% SHARE GORDON S BOMBAY SAPPHIRE DRY 23.4% SHARE BELL S BLENDED SCOTCH WHISKY GROUSE MACKAY SCOTCH WHISKY JOHNNIE WALKER BLACK LABEL BLENDED SCOTCH WHISKY 3.6% SHARE THREE BARRELS VSOP CHRISTIAN DUPRE MALTS 3.4% SHARE GLENFIDDICH SINGLE MALT WHISKY 12 YO GLENLIVET SINGLE MALT WHISKY ISLE OF JURA SINGLE MALT WHISKY GLENMORANGIE ORIAL SINGLE MALT TALISKER SINGLE MALT WHISKY 10YO CREAM LIQUEURS 3.3% SHARE BAILEYS ORIAL/FLAVOUR IRISH CREAM LIQUEUR OWN LABEL CREAM NON CREAM LIQUEURS 2.5% SHARE TIA MARIA LIQUEUR COINTREAU DISARONNO AMARETTO DRAMBUIE LIQUEUR PERNOD SMIRNOFF GREEN APPLE FLAVOURED SMIRNOFF LIME FLAVOURED 1.5% SHARE JAMESON S IRISH WHISKEY JACK DANIELS SOUTHERN COMFORT 1% SHARE COURVOISIER MARTELL VS 7.3% SHARE PIMM S NO 1 SOURZ APPLE LUXARDO BLACK SAMBUCA ARCHERS PEACH SCHNAPPS MALIBU CARIBBEAN RUM JOSE CUERVO ESPECIAL All share figures obtained from AC Nielsen, Scotland GB Off-Trade Data (Volume %) to W/E 14/05/2011
2 LAYOUT Once you ve worked out your ideal range, there are 3 simple steps for arranging your products on shelf to turn your shoppers into buyers. 1 BLOCKING EASY TO SHOP Shoppers want to see their options at a glance. Blocking is one of the easiest ways to help shoppers absorb and filter what a store has to offer. Sub-categories should be blocked together (i.e vodka as one sub-category, gin as another) and should be laid out on shelf from dark to light, to make the total spirit category easier to shop. EYE LEVEL Ideally, faster selling categories/products should be at eye level. Align the amount of space on shelf with the size of the category (see recommended planogram overleaf and product recommendation sheet for market share information). We also recommend a dedicated space for new products. You can draw attention to this area through POS and signage. Having a dedicated area also makes it easier to track the success of your new products. 2 USE BRAND LEADERS AS SIGNPOSTS FOR NAVIGATING THE CATEGORY Recognised brands function as anchor brands for your shoppers. For example, Smirnoff acts as a signpost for the vodka category. Place these brands in the centre of the category in order to help shoppers find what they are looking for. 3 MAINTAIN YOUR FIXTURE LIQUEUR RUM (BASED SPIRITS) BLENDS MALTS Once your range is in place, use the key to the left to apply the coloured strips in your kit to the edge of your shelves. This will help you remember how much space you need to leave for each of the categories. Make sure that your fixture is checked regularly for stock levels. If you are out of stock of a particular product or category, your shoppers could go elsewhere!
PLANOGRAM The below planogram is a recommendation only. Remember to consider the kind of area your store is located in and what kind of products your shoppers will be looking for. LIQUEUR JACK DANIELS SOUTHERN COMFORT MALT WHISKY WHISKEY RUM (BASED SPIRITS) MACKAY MACKAY 35cl MACKAY 20cl 35cl 20cl GROUSE GROUSE 35cl GROUSE 20cl ABSOLUT RUSSIAN STANDARD GLENFIDDICH 12YR GLENMORANGIE ORIAL ISLE OF JURA O.V.D. RUM BACARDI WHITE RUM BACARDI WHITE RUM COURVOISIER VS 70CL THREE BARRELS VSOP TIA MARIA T MALIBU RUM ** Dotted-line box indicates the space that should be at eye level for the customer. *Although Southern Comfort is classified as a speciality due to its lower ABV, it is mostly ranged within the Imported Whiskey category. Shoppers expect to find it here due to its American heritage. **Captain Morgan s Spiced is a rum-based spirit drink.
3 PRICING Clear price and visibility is an extremely important factor in convincing customers to purchase. Many shoppers will not make a purchase if they are unsure of the price. Make it easy for them to see how much things cost especially when you re running a great promotion. TIPS 1 Use the magic 8 price tags in your kit to clearly price each of your products behind the counter. 2 Run seasonal promotions and offers on higher value cash margin products (e.g. PIMM S in summer) and in the run-up to special occasions spirits make great gifts for Mother s Day, Father s Day and Christmas. 3 Use POS to show off your deals and draw attention to new products.