The FWD Take Home Blueprint does not shy away from challenges, such as the one presented when they were called on to help re-merchandise a massive off licence, Drink Buster in Solihull.
The Blueprint team was impressed by the sheer space allocated to the off licence category and the extensive stock that was available. Co-owner Aaphender 'Harvey' Lail admitted that although his business was thriving, he knew very little about licensed lines and therefore gave the team carte blanche to revamp the store.
Harvey said: "I don't drink so I don't have any idea about the alcohol that I am selling, especially the wines. We realised that while there was plenty of choice available to our customers, there was no order to our merchandising.
"We have been so impressed with the results of the Blueprint, even a store like ours which was well-run and thriving has seen a staggering increase in sales. So it proves that even the best can benefit from this scheme."
The team re-merchandised the store across every category to the well-established Blueprint principles, achieving instant sales increases across all areas. Wine sales have increased by 18%, especially those advised by the Blueprint team and he has introduced a range of chilled wines as well.
Harvey said: "Certain brands have really picked up in sales, for example Wolf Blass Yellow Label. Before it was chilled we would sell maybe one or two bottles a week. Now we are selling three cases a week.
"Since the merchandise we have also noticed that people are shopping for the more expensive wines, while cheaper brands are continuing to sell well too. Our customers are eager to try different wines and, with the country flags, we can easily guide them to the variety of their choice."
Harvey was similarly enthusiastic about his ARTD category, which has seen sales increase by 25% with customers trading up, buying more multi-packs over single bottles.
Beer too has received a similar boost, with chilled multi-packs up 20% alone. In the cider category slow sellers like White Lightening have received a well-needed boost and bitters and stouts, which Harvey didn't really focus on before before, have risen dramatically.
The biggest difference has been Guinness, where Harvey has gone from selling 5-7 cases a week, to having to buy in 20 cases from his wholesaler each week.
Harvey said: "We are now having to make a lot more trips to our wholesaler and having to buy in a lot more stock.
"Before the Blueprint we would have stock that just sat on the shelf but now everything seems to be moving off the fixture a lot quicker.
"The support and advice has been invaluable to our business as we are now able to offer our customers a fantastic choice and range of alcoholic drinks. Since the merchandise we have picked up a lot of new customers who are repeatedly coming back because of what we have to offer them."
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