retail 101 - jeff cole - change merchant solutions

Getting the Tasting Room Experience Right

Retail 101

About me

the last 15 feet of retail

Who is your customer?

this guy getting a timeout from…

this guy

Who you are to your customer.

Focus on hospitality, giving a memorable experience, telling your story and implementing your sales strategy.If you do, the wine will naturally sell more of itself.

Got strategy?

1. The Welcome - Strategy

1. First 15 seconds – Welcome to “elevator pitch”

2. Where are you visiting from? 3. Are you here for our WF tasting?

and your strategy is…

Set the tone, set the experience, let them know what to expect

Please don’t make us think too much. We are in your world. Guide us.

How easy is ordering?

Education on the wine and vineyard Simple, less is more

Fun, informative or both

Roadmap - tools

Let’s do this thing!

2. The Tasting - Strategy

Stick and Move

About the wine - 89 from Parker, great value for $25

About us - grown in the vineyard you drove past

Personal - my favorite everyday wine

Merchandising – strategy

It begins…at the beginning.

Prime the pump. Any no brainers?

a no brainer

Give away something memorable

Create a conversation, buzz.

“This is the perfect wine to enjoy Saturday afternoon after the kids soccer game”

Stick and Move

Merchandising - strategy

Suggest ideas…Share the glory,

tell your story.

3. Presume the Sale Strategy

You bet---------I’m ready to take some of this home!

Please don’t make us think too much. We are in your world. Guide us.

How easy is ordering?

Two $50 per

2 Bottles 2x per year

Four $75 per

4 bottles 2x per year

Most Popular

Six $100 per

6 bottles 2x per year

You love it or it’s free. Stop at anytime.

-Free bottle for starting today- and….

Reiterate any discounts (wooden nickels, wine bucks), show the value, less is more, lead us

Train your team to sell wine.

Teach your strategyProvide tools, incent & measure

1. Sales flow - strategy2. Simple goals3. Easy metrics4. Ongoing training (wine and process)

Focus on hospitality, give a memorable experience, tell your story and implement your sales strategy.If you do, the wine will naturally sell more of itself.

Implement the last 15 feet! Because…

Who is your customer?

Because this guy is a buyer

…these guys are buyers!

Thank You!

Jeff ColeChange Merchant Solutions

jeff@changemerchantsolutions.com