Dunstable retailer Alex Kapadia saw booze sales soar by 15% over Christmas thanks to strong deals and promotions.
Bargain Booze distributed 11,000 brochures listing the franchise’s full range in the areas around Alex’s two stores.
Kapadia sent out additional brochures himself, targeting the surrounding villages for the first time in the 13 years he has been trading as a Bargain Booze store.
“We were seeing new customers come in that have lived around our shops for years but not responded to previous leaflets. I spoke to people who had come in for the first time based on that brochure going out and they spent good amounts of money,” he said.
The fascia’s deals were also crucial to Alex’s seasonal success. “Fosters and Carling 15-packs were £7.99 over Christmas and that was very popular,” he said. “Prosecco has done very well, more so than last year. I think it’s becoming a fashionable drink. Two years ago, Pinot Grigio was the one that everybody knew about, now it’s prosecco.”
This month, Alex is preparing to encourage customers to experiment more with their alcohol choices.
“We’re always doing sampling on different products. We do a ‘try before you buy’ on wines and craft beers. We’ll open a few different bottles and invite people to get involved,” he added.
We visited Alex’s store last year, take a look at his store profile here
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