In times of declining wine consumption, one question is becoming increasingly important, especially in the grocery retail channel: How can shoppers be encouraged to put a bottle – or even several – bottles of wine into their carts? And perhaps not just from the lowest price category?
Germany's sparkling wine market leader, Rotkäppchen-Mumm Sektkellereien, based in Freyburg/Unstrut and Eltville, investigated consumer wine buying in its own study and offered a number of recommendations and insights for retailers.
"The better customers can navigate the selection, the more they buy and the more readily they do so," says Claudia Burgdorf, Head of Corporate Consumer & Market Knowledge at Rotkäppchen-Mumm. Accordingly, the proper arrangement of wines on the shelf is one of the most critical factors for a successful wine purchase. In short: The wine must appeal to the customer, not just the retailer or consultant. But what factors need to be considered?
"The better customers can navigate the selection, the more they buy and the more readily they do so."
"Clarity and orientation aids are important, because the sheer variety on the wine shelf can quickly become overwhelming, depending on the customer's wine knowledge," says Burgdorf. According to the study, simple, easy-to-understand taste descriptions on the shelf, suitable food pairing recommendations, and information about the grape variety, its characteristics, and the country of origin could help persuade customers. Such specific details are often already found on the labels of private label brands from major discounters and grocery retailers.
For better orientation, guidance systems like shelf hangers and shelf strips should be installed to mark categories such as country of origin and flavor profiles, Burgdorf suggests. Food pairing symbols can also be incorporated in creative ways.
Occasion-based purchasing behavior
However, it's not just important to inform consumers in an appealing and understandable way. The customer is, after all, often looking for wine for a particular occasion. Therefore, the goal for retailers should be to anticipate the customer's approach based on the occasion and thus make their choice easier. For example, proposing a fruity rosé for a get-together with girlfriends, a robust red for grilling, or a light white for a relaxing glass in the evening.
"The arrangement of all product categories should align with the shopper's purchase decision and search behavior," says Burgdorf. Wine purchasing is occasion-driven, and depending on the occasion, shoppers primarily decide based on wine color. "This is the primary search criterion."
This means the optimal wine shelf is primarily sorted not by country, as is often the standard, but by colour – "from red to white to rosé.". Only within the colour categories, the study recommends, should wines then be arranged or marked (using shelf guidance systems) by country (such as Germany, France, Italy, Spain, and New World), by growing regions, and also by taste profiles from dry to sweet.
Additionally, consumers in upscale grocery retail appreciate a special atmosphere, created through elements like mood lighting, high-quality flooring, or decoration.
Another way to get customers interested in wine, even if they don't already have a drinking occasion in mind, is through secondary placements – also according to the study. "Secondary placements are very important for promoting wine sales and especially impulse purchases," says Burgdorf. They are effectively placed either in the immediate vicinity of the main wine category or as cross-category placements alongside products frequently purchased with wine. This applies, for instance, to the produce section – especially now during asparagus season – but the fresh food and meat counters are also suitable for such displays. This is partly because customers may have to wait in these areas and thus notice the products as a diversion.
Furthermore, according to the RM study, secondary placements can also trigger trading up. "High-quality secondary placements, especially during seasonal peaks like Easter, Christmas, or Valentine's Day, can lead shoppers to choose more premium wines. A great and creative presentation can be helpful," says consumer specialist Burgdorf.
Moreover, consumers actively sought out these secondary placements as they made choosing a product easier.
Wine brands as drivers
According to Burgdorf, alongside regional wines, a solid component of wine brands is also expected in the assortment. "They offer security, trust, and additional orientation," says Burgdorf. With wine brands like 'Rotkäppchen' and 'Doppio Passo', Rotkäppchen-Mumm is among the major branded wine producers in Germany.
On the topic of alcohol-free options, Burgdorf strongly advocates for a dedicated shelf, rather than placing these wines with their respective brands – which is too confusing. "A dedicated alcohol-free section should fill at least four shelf levels to be sufficiently noticeable in the store," says the Head of Corporate Consumer & Market Knowledge. Due to the category's growing importance, introducing such a section makes sense. Alcohol-free sparkling wine, wine, and alcohol-free wine-based beverages could be placed together there.
Regarding the perceived value of wines, consumers follow an established pattern: "It's common knowledge that high-priced wines tend to be placed higher up [on the shelf]," says Burgdorf. The premium segment is important, however, to convey and maintain the perceived value of the product group.
The expert considers it an absolute no-go for products to be unavailable or – even worse – impossible to find due to a lack of an orientation system: "A shopper who can't find their product aborts the 'Shopping Mission' frustrated."
