Ohio Spirits 2018 Q2 - 27

Rather than simply pushing out information
to the Agencies participating in the AOI, the SIP
team decided to roll up their sleeves and get into
the Agencies themselves to make concrete, practical
changes. The first step was to choose six Agencies,
spread across Ohio that represent different store
layouts, regions and store sizes. By selecting these
Agencies strategically, they could ascertain what
methods were effective and in what context. The SIP
team worked diligently in these Agencies for three
months to put the initiative into effect. Some of their
strategies include:
New sections were added to the Agencies.
Some are self-explanatory, such as 'What's New'
and 'Ohio-made Products.' Others are more ingenious - 'Last Call' is a section devoted to products
that soon will be taken out of circulation. This alerts
shoppers to act fast if they want one of the featured
products. Reduced prices for 'Last Call' items also
helps make them more attractive. Other new sections include 'Mixology' featuring cocktail recipes,
and 'Single Malt' featuring single malt whiskeys.
In-store signage was added or redesigned.

The goals of the AOI are to increase
sales, help customers find what
they want quickly and easily, and
experiment with new marketing and
categor y management techniques.
Shelf tags were installed or revised to create a clean,
consistent feel. Navigation aids-such as whiskey,
vodka, liqueurs-were updated to help people move
quickly and confidently through the store.
Educational signage was added to inform consumers
about the various spirits for sale in terms of their
ingredients, varieties, alcohol content and other
factors.
Product sections were updated. The rye section was introduced to differentiate rye whiskeys
from bourbon and, as a result, get customers
excited and knowledgeable about the distinction. In
the scotch section, educational information was
added regarding the various scotch-producing
regions-such as Speyside, the Highlands and
Islay-in which the whiskeys are distilled.

SPRING/SUMMER 2018

27


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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
Ohio Spirits 2018 Q2 - 6
Ohio Spirits 2018 Q2 - 7
Ohio Spirits 2018 Q2 - 8
Ohio Spirits 2018 Q2 - 9
Ohio Spirits 2018 Q2 - 10
Ohio Spirits 2018 Q2 - 11
Ohio Spirits 2018 Q2 - 12
Ohio Spirits 2018 Q2 - 13
Ohio Spirits 2018 Q2 - 14
Ohio Spirits 2018 Q2 - 15
Ohio Spirits 2018 Q2 - 16
Ohio Spirits 2018 Q2 - 17
Ohio Spirits 2018 Q2 - 18
Ohio Spirits 2018 Q2 - 19
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Ohio Spirits 2018 Q2 - 21
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Ohio Spirits 2018 Q2 - 24
Ohio Spirits 2018 Q2 - 25
Ohio Spirits 2018 Q2 - 26
Ohio Spirits 2018 Q2 - 27
Ohio Spirits 2018 Q2 - 28
Ohio Spirits 2018 Q2 - 29
Ohio Spirits 2018 Q2 - 30
Ohio Spirits 2018 Q2 - 31
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Ohio Spirits 2018 Q2 - 35
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Ohio Spirits 2018 Q2 - 37
Ohio Spirits 2018 Q2 - 38
Ohio Spirits 2018 Q2 - 39
Ohio Spirits 2018 Q2 - 40
Ohio Spirits 2018 Q2 - 41
Ohio Spirits 2018 Q2 - 42
Ohio Spirits 2018 Q2 - Cover3
Ohio Spirits 2018 Q2 - Cover4
https://www.nxtbook.com/nxtbooks/leisure/Ohio_Spirits_2018_Q3
https://www.nxtbook.com/nxtbooks/leisure/Ohio_Spirits__2018_Q2
https://www.nxtbook.com/nxtbooks/leisure/Ohio_Spirits_2018_Q1
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