How can you guarantee high visibility on the markets?
Your brand’s visibility at its final points of sale is essential for ensuring that your brand is properly highlighted in places where your target customers are present. Indeed, good visibility in strategic points of sale contributes directly to the recognition and longevity of your brand in the wine market. Consumers are more likely to choose products they know and recognize, which means that your brand’s presence in well-selected points of sale can have a significant impact on your sales and reputation.
For a wine brand, this visibility includes a presence in renowned restaurants, prestigious wine bars and other upscale venues where consumers are ready to discover and appreciate quality wines. This requires a well thought-out placement strategy aligned with brand objectives, to maximize impact and ensure sustainable growth.
Ensuring high visibility of your brand in end points of sale is an integral part of your mission to ensure the sustainability and success of your brand in wine markets.
Problem and challenges
It may be the case that the list of places targeted by your agent/importer is not always aligned with your strategy and a certain number of important points of sale are left out. Sometimes, important points of sale that could significantly improve your brand’s visibility and recognition are left out.
This discrepancy between your strategy and the actions of your agent/importer can arise from several factors:
Lack of knowledge of strategic locations: Your agent/importer may not have a thorough understanding of local markets and the key locations that attract your target customers.
Misaligned objectives: Your agent/importer’s priorities may differ from yours, resulting in investment choices that don’t always serve your brand’s long-term interests.
Limited resources: The agent/importer may be limited in terms of resources and ability to cover all strategic points of sale, thus opting for easy solutions rather than optimal strategic choices.
In the long term, this lack of placement in key locations can contribute to the deterioration of your brand’s visibility. Consumers who don’t see your wine in prestigious or popular locations may associate your brand with lower quality or less importance in the wine market. What’s more, absence from high-profile venues reduces opportunities for discovery by potential new customers, limiting the growth of your consumer base.
To sustain your brand and maximize its recognition in the marketplace, it’s essential to have a well-aligned placement strategy and a presence in the most important and strategic points of sale.
Maximize your brand’s visibility thanks to key points of sale
To remedy this visibility problem and align your placement strategy with your brand objectives, the Wine Services platform offers an effective solution. Wine Services enables you to target and select the most important and prestigious points of sale on the market, based on rigorous criteria relevant to the wine sector.
How to select the right points of sale to prioritize?
The visibility of your wine brand at end points of sale is essential to ensure that your products are well represented where your target consumers are. Ensuring a presence in strategic locations contributes not only to your brand’s recognition, but also to its longevity in the marketplace. To achieve this, it’s crucial to set up targeted sales actions in partnership with your distributors, importers and negociants. But how to select the right points of sale for these campaigns? How can you ensure that these actions have the best possible return on investment, and how can you take the lead in building your tours?
By balancing your efforts between loyalty and conquest
To carry out this strategy, you need to :
– Identify the final points of sale that are your best ambassadors: those that offer attractive verticals of your wines, or those that enjoy a strong reputation among consumers. These outlets need to be retained to maintain constant visibility and reinforce brand recognition.
– Look at the outlets that have let you down: diagnose the reasons why you’ve been taken off their map and work to win them back. Winning back these outlets can revitalize your presence in the wine market and open up new growth opportunities.
– Select the most relevant points of sale to approach: depending on your strategy, target those where your competitors are already positioned, those with the best wine lists, those with a prestigious gastronomic offer, or those with a high turnover of references from your wine region. These locations are ideal targets for maximizing your visibility and impact.
Once you’ve drawn up these lists of points of sale, pass them on to your importers, distributors and negociants to feed their action plans in the field. A methodical, well-planned approach is essential to ensure that your placement efforts translate into increased visibility and sustainable growth for your wine brand.
With precise point-of-sale qualification data
Wine Services’ market intelligence platform enables you, thanks to the mapping of your final distribution, to precisely identify the places to visit. In particular, you can select :
– Your existing points of sale: according to the depth of range offered. Go to the market map to extract your existing points of sale in XLS and adjust your loyalty strategy.
– Your lost points of sale: identify points of sale that have stopped carrying your products, and use this information to develop win-back strategies. Go to the market map to extract your lost points of sale in XLS.
– Your points of sale to conquer: based on the number of competitors present, the “standing” of the outlet (starred, WS award, 4/5 rating for wine shops), the type of offer and price. Select the most strategic points of sale to optimize your presence. Go to the market map to extract your points of sale in XLS.
By exploiting this precise data, you can optimize your placement efforts and guarantee a significant and strategic presence on the market.
Contact Wine Services now
At Wine Services, we’re committed to helping you boost your efficiency and performance. Thanks to our expertise and market intelligence tools, we can help you target the most strategic points of sale, build loyalty with existing partners, and conquer promising new markets. Contact us today to find out how we can help you optimize your brand’s visibility and ensure sustainable growth.