Bar & Cellar Management
DISPLAYING AND PROMOTING STOCK.
If you want to sell your
products you should display them correctly so that your customers can
Give your customers the opportunity to try
what you have to offer, how do you expect your customers to order a
bottle of a new beer you are trying to sell if there are none in the
fridge? Or order a spirit if its not on your shelf or optic!
Below we will list what
you should do when displaying your stock to increase sales:
Have at least one of everything in view, if
it can be seen it can be sold.
Arrange your stock in sections of type, for
example have your lagers in one section of your fridge, beers in
another, mixers in another and alcopops in another. This makes it easier
for your customers to find what they want.
Always have the labels facing the front of
the fridge and on the shelves and the optics, the labels show the
customer what they are ordering and also it looks tidy, your fridges,
shelves and optics are your showroom.
Arrange your branded spirits in the
following order. Left to right vodka, gin, white rum, schnapps, light
coloured whisky, dark coloured whisky then dark rum. Finish your line of
spirits with your house selections.
Use your shelves and space on the back bar
top to promote the products you want to sell more of. This is known as
your ‘Point Of Sale’. The idea here is you are putting the idea of your
customer wanting this product right under their nose and they will be
‘prompted’ to buy it.
Your displays don’t have to be amazing to
get the customer’s attention, by placing a few neatly arranged bottles,
a few posters, some beer mats and a glass or two in the places where
customers look you will focus their attention on what you want them to
The best ideas for
displays and their location are:
Arrange your bottles in a straight line on
your shelves, displaying the different varieties available. Do this in
order of flavour or colour, e.g. red, blue, white, orange, red, blue
white, orange etc. This not only looks ‘pretty’ but also it grabs the
attention of your customers while they are waiting to order.
Display posters and offer information in
areas of the bar where your customers are most likely to see them, such
as behind the bar, in the entrance, in the toilets and scattered around
the walls or in the windows.
A good location for displaying products is
by the till; this is because the customer’s eyes are drawn to the till
when they are stood at the bar.
Use any promotional tools your suppliers
send you, they have been designed for the very purpose of selling their
products. Have them displayed in prominent positions behind and around
Practice with different ideas and types of
displays, the more you do the better you will become and the braver your
designs will be.
JUST REMEMBER THAT IF YOUR CUSTOMERS CANNOT
SEE WHAT YOU ARE OFFERING THEN THEY WON’T KNOW IT'S THERE AND STICK TO
WHAT THEY KNOW AND TRUST.
You can also download all of the training
covered on the website as a free pdf by clicking on the link below:
MANAGEMENT TRAINING PDF