Ohio Spirits 2018 Q2 - 31

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ix Ohio Agencies were selected to participate
in an optimization initiative that redesigned
placement of product on shelves, reorganized liquor categories, improved signage-
and ultimately boosted sales for participants. Here,
Agencies share how the Spirits Innovation Project
(SIP)'s Agency Optimization Initiative (AOI) impacted
their stores. Change is good.

After 34 years of running the Agency in its
16,000-square-foot grocery store, Sapell says
change is good. "December was the best month
I ever had here," he says. "The SIP program is
working out really well, and the layout makes more
sense. We're getting nothing but good responses."

SAPELL'S SUPERMARKET:
CREATIVE IDEAS FOR SHOPPERS
Since 1962, Sapell's Supermarket in Lakewood has
served a diverse, dense population, including plenty
of loyal, longtime shoppers who have visited the store
for decades. When Sapell's opened its Agency in 1982,
owner Mike Sapell says, "We doubled sales from when
we took over the Agency."
The self-serve nature of Sapell's and its grocery
store setting provides a leisurely browsing experience, Sapell says. "And, we have five check-out
points, so we are fast," he adds. "The Agency brings
lots of people into the store who are here buying
other things-it increases traffic and sells other
merchandise."
Aisle 6 is the liquor department at Sapell's,
and it has done the store well. "It's just so busy,"
Sapell says. "Every holiday, the Agency boosts sales
through the roof."
When the Division of Liquor Control rolled out
AOI, Sapell's was chosen to test out the marketing
and category management techniques. "They came
in with fantastic signage for each category, and the
reset was very well laid out," Sapell says.
Before, the Agency at Sapell's represented rows
of bottles, all neatly shelved but lacking the informational signage that could answer customers'
questions on the spot. "The product information for
self-serve stores like ours is great," Sapell says.
After the first reset, customers said it was "easier
to shop" at Sapell's. Whiskeys were organized into
one area and staged by region. "Cordials and mixers
were moved to where it makes sense," Sapell says,
noting shoppers can find ingredients for drinks
grouped together-and get recipe ideas from the
Taste Masters recipe cards.
A real boon to Sapell's business was showcasing
its high-end liquors kept behind the counter in
plastic displays. "A lot of people didn't know we
carried those products, so now we can put them out
protected and it gives people a chance to see what
the price is and look at it," Sapell says.

ONE STOP SHOP:
AN ORGANIZED EXPERIENCE

KROGER,
CANAL WINCHESTER

At One Stop Shop in Youngstown, business is split
between retail and wholesale and the store showcases
a wide range of craft beers-which are very popular
with customers.
"We definitely have something for everyone,"
says Scott Homlitas, general manager of One Stop
Shop, a Youngstown staple since 1994. Homlitas
admits to liking "neatness and organization," and
the AOI brought even more order to the shop,
especially with new products and the reset Last Call
section.
"We have brought in so many new items over
the years, and a lot of times, we'd put them where
they'd fit," Homlitas says. "With the store reset, it's
so much more organized and, for new customers,
they can come in and find stuff easily."
Customers love getting ideas from the new signage, and Homlitas says the store moves more products positioned next to recipe suggestions. Signage
in the Flavored Vodka Section shared how to mix
Smirnoff Carmel with Kahlua, for example.
Best of all, One Stop Shop capitalized on the new
rye whiskey and scotch educational signage.

SPRING/SUMMER 2018

31



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
Ohio Spirits 2018 Q2 - 20
Ohio Spirits 2018 Q2 - 21
Ohio Spirits 2018 Q2 - 22
Ohio Spirits 2018 Q2 - 23
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
Ohio Spirits 2018 Q2 - 32
Ohio Spirits 2018 Q2 - 33
Ohio Spirits 2018 Q2 - 34
Ohio Spirits 2018 Q2 - 35
Ohio Spirits 2018 Q2 - 36
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
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