CRA 2018: Warner's Budgens, Moreton-in-Marsh

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The 10,000sq ft Moreton-in Marsh Budgens store in the Cotswolds has been trading for more than 12 years, and one of the store’s most important categories is its off licence. Owner Guy Warner and his team work tirelessly to ensure the extensive alcohol selection, which sits within an alcove where the original store entrance used to be, is looking its best and is easy to shop. It’s thanks to this great use of space and attention to detail that the store earned the title Off Licence Retailer of the Year at the 2018 Convenience Retail Awards.

Clever design

Budgens Moreton-in-Marsh

The Moreton store’s alcohol section is branded the Wine Cellar and positioned in an alcove of the store. Its high-end fittings give it a premium feel.

Budgens Moreton-in-Marsh

Clear signage differentiating each section and highlighting price promotions makes it easy for consumers to shop.

Budgens Moreton-in-Marsh

Offering a large range of specialised products is a big part of the Warner’s Budgens business philosophy, and this extends to the off licence.

Guy says: “We aim to stock local products right across the store and in as many categories as possible; they have to be good, though. Local doesn’t always mean better, so any products that are introduced into the business are taste-tested by me and my family – not all products make it to the shelves.”

Product Mix

Budgens Moreton-in-Marsh

Each section of the Wine Cellar is merchandised by colour and grape variety. Wines cover local, red, white and sparkling, and there is an extensive beer and spirits offering.

Staff are well prepared to help shoppers make an informed purchase and give advice on the best food parings to go with drinks.

Budgens Moreton-in-Marsh

Clip-strips are used to display snacks and complementary products in the hope of encouraging customers to make a linked purchase. A range of mixers sits beside spirits.

Off Licence Retailer of the Year

Judges were full of praise for the presentation of the Moreton store’s off licence, highlighting its “brilliant” fixtures and off shelf displays.

Its extensive range, category segmentation and “well thought out” merchandising came in for particular recognition.

Sponsored by: Pernod Ricard UK

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