Restaurant Marketing: The number one rule for increasing liquor sales is:
Situate premium products where they are visible to patrons and easily accessible by employees, with plenty of inventory on hand to meet increased demand.
Lighting is a critical but sometimes under-emphasized component of any sales strategy. It affects customers’ perceptions of liveliness, coziness, and brand value, and a high quality lighting design has been shown to encourage patrons to linger and shop more.
The best lighting designs consider the cohesion of ambient and accent lighting. Ambient lighting is the backbone of design and uses consistent light levels to ensure that patrons can see the space and navigate through it safely. Along with natural daylight, ambient lighting is created using direct and indirect fixtures that shine directly onto surfaces or bounce light off of walls or ceilings.
Accent lighting is precisely what you need to increase liquor sales and here’s the science behind it:
- Studies show that people prefer facing walls that are spotlit. It’s no wonder, then, that so many customers belly up to the bar; a well-lit space behind the bar gives patrons an enjoyable drinking/eating environment, allowing attentive bartenders to upsell.
- Lighting affects people’s moods and emotions, and creating the right atmosphere increases spending.
- High contrast lighting enhances visibility and levels of attention http://lighting.com/ideal-retail-lighting-for-stores/ while simultaneously lowering energy consumption.
- People prefer cooler light (5000 Kelvins) to warmer light (3000 Kelvins), finding cooler light to be brighter and more arousing. Similarly, light with a higher color rendering index (95 CRI) is more pleasurable than a lower color rendering index (75 CRI).1
But science can only get you so far.
When it comes to sales, you have to follow the trends: clear (not translucent) hand-blown glass with a warm-colored bulb inside; an uplit back bar; directional light for feature displays; and, of course, LEDs.
LEDs are ideal for full-service restaurants, which have “among the highest electrical costs per square foot of any building type.” True, the up-front costs are greater, but LEDs’ small energy consumption and long lives mean fewer replacement bulbs to be purchased and labored over. They also emit more light per watt, show truer colors, and are better for your health.
LED-lit shelves boost a product’s visibility along with its attractiveness by drawing a patron’s attention to striking pops of light. It’s important to choose the right colors to increase sales: red creates urgency to make quick decisions and is associated with energy and vitality; yellow and orange have high visibility and grab attention; and while royal blue is effective for impulse shopping, never (ever ever) use blue for food because it suppresses appetite.
Once you’ve installed eye-popping, cost-saving LED accent lighting and liquor displays, the final step to increasing sales is to create a signature cocktail that will keep customers coming back. We recommend pouring it into a unique glass that isn’t used for any other drink, high-quality alcohol, and a lot of experimentation!
-- Guest post written by Charlie Wilson of liquorshelves.com.