As a small, independent convenience store chain, if you’re looking to compete on beer sales, it’s essential to have a quality selection with which to entice customers, complete with limited-time and seasonal craft beers. If you’re confident in the assortment you’re offering, the next step is to do everything possible to communicate to customers that your store is a destination for beer.
Today, there are many free or inexpensive ways to remind customers about your product. Here are a few tips:
Did you ever stop to think that you have an absolutely, captive audience when customers are using your restroom? Consider placing individual signs eye high over each urinal as well as behind each commode door. The secret is, put something clever or catchy on the sign and change the signage often. This signage can be a great place to remind customers about your beer cave, craft beer specials or other alcoholic beverage promotions.
Repeating your selling message often drives business — for instance: place that ‘Cold Beer’ message on your roadside reader/message board, if you have one. Or, consider electronic messages that are easily programmed into your fuel dispensers.
Consider purchasing some clip-on battery-operated message tags that affix to uniform shirts, pockets or collars, and that can act as a reminder to customers that your store offers beer.
Perhaps the best-selling point, guaranteed to bring customers back for repeat purchases of beer and other alcohol-based products is advertising the temperature that you hold those products at. Make sure your advertising around temperature is accurate. Realize that the old “Coldest Beer in Town” sign, no longer does the job. After years of “false advertising” that point is no longer believable — be precise with your temperature claim.
Do not forget good old suggestive selling. Don’t allow that tried-and-true business building method to languish on the side lines. When done right, it is a true winner.
Get with your beer and wine sales reps and convince them that you’re serious about growing the category and ask for their assistance — and perhaps for a golf bag or other premiums that you could build a contest around!
These are but a few of the ideas available to you to promote this critically important category.
