On-Premise Location
For the on-premise location store, I chose Jamies Plaza Liquor store, which sells wine, beer, liquor, cigars, vaping essentials, and lottery. I interviewed Lalo, one of the store managers, to get some insight into their merchandising. Lalo told me they choose the products to sell in their store based on how well the product presents itself. For a product to feature in this store, it must be of high quality and authentic to match its unique appearance. In addition, Lalo confirmed that the store is more focused on retailing classy drinks and cigars for upper-middle-class individuals.
Jamies Plaza Liquor Store persuades its customers to buy its products using promotions and unique displays. They give 5% discounts on all liquors on Tuesdays because they purchase from the original manufacturers. Additionally, their liquors and other products are well positioned on the shelves to ensure they appeal to the consumer’s eyes. They have used free-standing and shelf talkers displays for their products (Mitra 11). Free stand display enables flexibility while shelf talkers promote the products. The shelves are well categorized to ensure that similar brands are placed together for cross-merchandising, and hanging banners with labels of the products are attached to the roof to enhance easy identification of their products. In addition, the store provides wine lists to its consumers with a description of all the wines in the store, including vital information such as their origin, year of processing, a brief history, and a description of their taste. “We have indoor operators who have exquisite knowledge of wines to provide additional information to consumers about their wines and other products”(Lalo). Finally, they offer delivery services for consumers who order their drinks online.
Off-Premise Location
The off-premise that I visited was the Bog Tarvern, which includes a hotel, bar and Bog Truck. I was lucky to meet Eitan, one of the supervisors who provided me with a good clarification of their merchandising. He informed me that they purchase products depending on how consumable they are. “We do not want to stock things that consumers will not ask for, which is why we provide taste series for all new products and offer them free to our consumers to get reviews from them. Depending on the reviews, we will know whether to stock them on our hotels and trucks” (Eitan). Since The Bog Tavern ensures that its consumers get fresh foods, they have to purchase products that are in demand. They are keen to master the meals that consumers will come over again and again to consume and restock them.
Bog Tavert provides promotions services for their merchandise through the Bog Truck, which goes out on Mondays to showcase new menus to their consumers. They offer table tents for their products, providing the consumers with an overview of the latest products on the menu. Bog Tavern has a drink menu for their consumers, and sometimes they prepare cocktails, which is a good way of advertising their merchandise (Mitra 6). The Bog Truck provides a shelf-display for merchandise by placing them on the truck window for consumers to see while they order.
Summary
This study has revealed that on-premise and off-premise stores may use different methods in choosing the products to merchandise and how to market them. While the on-premise store checks for quality and authenticity, the off-premise store determines the consumables of the products. Additionally, their marketing strategies may vary. However, some are still similar. For instance, while the on-premise uses free-standing and shelf talkers for display, the off-store premise uses shelves, and their promotion uses a truck.
Work Cited
Eitan George. Interview. Conducted by (Student Name). 2022.
Lalo Mark. Interview. Conducted by (Student Name). 2022.
Mitra, Subrata. “Economic models of price competition between traditional and online retailing under showrooming.” Decision, vol. 13, no. 3, 2021, pp. 1–14, Web.