Ohio Spirits 2018 Q2 - 28

A PUBLIC-PRIVATE PARTNERSHIP
MEET THE SIP TEAM

JENNIFER RICHARDSON
Division of Liquor
Control Product and
Merchandising Manager

JARED CAMDEN
Category Consultant for
Republic National
Distributing Company

MARK PORTER

COLLEEN REMBOLDT

Customer Development
Manager for Southern
Glazer's Wine & Spirits

Category Development
Manager for Diageo Wine
and Spirits

What were the results of the initiative?
The AOI ran from October to December 2017.
Afterward, the SIP team analyzed the data, which
was comprised of sales figures, customer comments
and Agency feedback. Both customers and retailers concluded the program was overwhelmingly
successful. The Agencies had a better look and
flow, the customers were pleased, and sales were
noticeably higher.
The team's hard data was primarily made up
of sales statistics. They found especially strong
upticks for products in the 'Last Call,' 'Single
Malt' and 'What's New' categories. Sales increased
8.63 percent on average, and up to 14.4 percent

OHIO SPIRITS

overall. That's compared to an average of 6.3 percent
growth statewide for the same time period.
In the end, the experiment paid off. The team's
concepts were effective, and the Agencies averaged
an appreciable growth in sales. The retail shops now
are better organized, more inviting and approachable, and customers have an easier time navigating
the space. Not only did sales rise, employees at the six
test Agencies also said their customers were excited
about the changes, which helped guide their purchasing decisions.
Because of the success of the program, the
next phase will be to extend it to an additional 125
Agencies. The division's goal is to provide all Agencies
in the state with the tools to enhance their business.

Ohio Spirits 2018 Q2

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