The wine and spirits category has become the flagship of every market that has modernized and adapted to customer wishes in recent times. However, according to the Nielsen research institute, wine sales in the food retail sector fell significantly in the first half of 2023. How can that be? And the much more important question is: what can retailers do to increase sales and turnover again?

Peter Heuberger, Key Account Manager in the Retail division at POS TUNING, is an expert when it comes to the question of how sales can be increased through the targeted use of pushfeed systems.

“Wine tastes like cork — at least according to the sales figures published by the Nielsen research institute for the wine category. Sales in food retailers and drugstores fell by 5.3 percent to 520 million bottles. In view of the investments that many modernized markets have made, this leaves some questions…”

Peter Heuberger: Many retailers have put an incredible amount of thought into the right design for their wine and spirits category. In some cases, fantastic areas are created within the markets, which are either intended to resemble a wine cellar or are based on exquisite wine shops. Customer surveys have shown that customers, especially in the wine and spirits category, want an exceptional shopping experience. So you might think that this should not be the problem.

But what’s the problem then?

Peter Heuberger: The look of the entire category is just one piece of the puzzle. Another decisive factor is how customers can reach the goods directly at the shelf. A great wine in an elegant setting can only be bought if it can be seen and easily picked up by the customer.

Can’t the customer do that?

Peter Heuberger: In some cases, the optimization of the category ends with the product presentation on the shelf. There are gaps in the shelves or bottles are at the very back and cannot be easily reached by the customer. This can also lead to the customer abandoning the purchase process.

Does this mean that wine sales and turnover can be increased through the intelligent use of pushfeed systems?

Peter Heuberger: Well, if the wines are presented attractively on the front of the shelf with a pushfeed system, they can also be easily and quickly reached and removed by the customer. Thanks to the cushioned feed, there is also no rattling during removal. The bottles are always right at the front and don’t tip over when they are taken from the shelf. In the best case scenario, this also boosts sales and turnover.

The products are then optimally presented. Are there any other advantages?

Peter Heuberger: The use of pushfeed systems also pays off in terms of shelf maintenance. This is of immense importance, especially in this category, and also involves quite a lot of work. Without a feed system, the bottles must be carefully pulled forward. This happens automatically with a feed system.