Ohio Spirits 2018 Q2 - 26

When the Division of Liquor Control works in concert with Agency owners and industry
representatives to improve liquor stores and sales, the results can only be positive.

T

he Agency Optimization Initiative (AOI),
a partnership between the Division of
Liquor Control, representatives of the
state's Contract Liquor Agencies and alcohol suppliers, revamps Agencies to increase sales and
create a more satisfying experience for the consumer.

How did this start?
In 2013, the Spirits Innovation Project (SIP)
team was formed. The team's job was to look at
Agencies to find ways to improve the customer experience and look for ways to improve business. For
years, the team has been sharing ideas and looking
for ways to achieve its directive.

26

OHIO SPIRITS

Division Superintendent Jim Canepa recently
gave the team the go-ahead to work on a new program that expands its efforts and focuses on revitalizing Agencies, giving birth to the AOI. The goals of the
AOI are to increase sales, help customers find what
they want quickly and easily, and experiment with
new marketing and category management techniques.
While the SIP team developed a number of different concepts to achieve these objectives, they all
boil down to one fundamental quality-reshaping the
physical presence of the Agency. This reshaping aims
to maximize efficiency, customer satisfaction, aesthetics, utilization of space, traffic flow and customer
interest in the products.



Ohio Spirits 2018 Q2

Table of Contents for the Digital Edition of Ohio Spirits 2018 Q2

Ohio Spirits 2018 Q2 - Cover1
Ohio Spirits 2018 Q2 - Cover2
Ohio Spirits 2018 Q2 - 3
Ohio Spirits 2018 Q2 - 4
Ohio Spirits 2018 Q2 - 5
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Ohio Spirits 2018 Q2 - Cover3
Ohio Spirits 2018 Q2 - Cover4
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