The other weekend my wife and I went to do some Christmas shopping. Yes, I know.. It does seem a little early to be doing such things but it has become necessary. I am heading to Hong Kong soon to deliver a training course on Key Account Management and Category Management and my wife had a lot of travel to do before Christmas.

Mid shopping trip we went to a department store and sat and had a coffee and some lunch. At a key location within the store and in full view of the cafe, a lady was selling sparkling wine. The conversion she was achieving was over 35%. Through tasting, the products unique point of difference & the message she was writing on each bottle, the product was selling fast. At a price point of £17/$25 a bottle, this was good going for the retailer. In fact I bought a bottle!

The point of difference? Watch the video…

Please note…. this bottle is a bottle of sparking wine that is clear when the bottle is settled. The bottle is then tipped and it becomes opaque and swirling like in the video. I apologise for the fact that the bottle didn’t start off clear in the video…. my son came along and picked up, tipped it and asked what it was!

Key Learnings

There are a number of key learnings here including:

  • They had clearly designed the bottle for maximum effect
  • They had left space for the message to be written on
  • It was clearly targeted towards gifting.
  • It was in a high traffic location
  • It’s point of difference creates a talking point for the product
  • The talking point ensures the department store is likely to be mentioned!
  • They had a good sales person on hand to actively sell.
  • It opens the shopper up to buying other items on the concession stand (non liquor items).

All in all, this was an outstanding use of shopper engagement to drive additional sales. In fact, we gave it as a gift to some friends when we were together for lunch this weekend. They asked where they could get it and yes…. you guessed it… they were going to try and get some for their friends.

Based on the through put I saw, they were easily selling 10 bottles an hour (conservative estimate as some were buying 2 or 3 bottles). Over the course of the day it would be reasonable to assume that they were selling £1,500 a day just on an impulse purchase. Worth thinking about!

As ever, thank you for reading and telling people about TR Knowledge.

Best Regards