“ When we put our customers first and recognize their specific needs , we all win .”
Top 100 Retailers
Kegs , Craft Beer and Community : Zipps Liquor
BY JAMIE STAFFORD
Franklin Avenue is a bustling street just a few minutes south of downtown Minneapolis . If you drive down it long enough , you ’ ll see a giant blue and red sign announcing
“ Liquors ” – and underneath that , “ Zipps .” Zipps Liquors is a single-location , 10,000-square-foot store known for its kegs and craft beer selection .
Along with beer , customers can find wine and spirits including vodka , whiskey , tequila , and RTDs / seltzers . “ We carry mainstream offerings but also regularly stock and can find specialty products to meet everybody ' s needs ,” says Jennifer Schoenzeit , owner of Zipps Liquors .
Fulfilling everybody ’ s needs is central to Zipps ’ store philosophy . Customers can reap the benefits of frequent visits through the loyalty rewards program , which offers in-store credit . The store also offers a number of deals and discounts to keep customers coming back . “ Our wine discount increases based on quantity purchased ( e . g . 5 % for six or 10 % for 12 ). We also have a package purchase deal : buy one to five specific products we choose and get rewarded with the opportunity to purchase one of our selected specially allocated high-end products , promoted on social media and to our mailing lists ,” explains Schoenzeit .
Zipps hosts events like Champagne Supernova and Candamonium , offering in-store tastings of over 100 products in sparkling wine , and canned craft beer / box wine , respectively . Zipps operates by lottery system for rare allocations . These invitation-only events are sent to the store ’ s mailing lists for loyalty rewards customers . Everything is promoted on social media and through email blasts , and the store invests heavily in digital advertisements , both through social media platforms and on their mobile-friendly website .
The store ’ s digital-focused strategy paid off throughout the pandemic , allowing them to embrace curb-side pickup and third-party delivery apps . 2023 also brought plenty of improvements . Zipps built a tasting classroom and community space . This focus on customer experience was supported with other updates , including in-store visuals such as new signage and price tags . In the future , ZIpps aims to grow its sales levels by improving store infrastructure and aesthetics , such as the parking lot , carport and landscaping , and by adding a new delivery vehicle
“ When we put our customers first and recognize their specific needs , we all win .”
– Jennifer Schoenzeit , owner of Zipps Liquors
and focusing on hiring .
Zipps is also active in the local community . The business , located in a vibrant neighborhood known for its co-op and local involvement , is part of the Seward Community Civic Association ( SCCA ) and the Seward Neighborhood Group ( SNG ). “ We donate to most requests within a six-mile radius of the store ,” says Schoenzeit , “ and we have a round up program at the register with a different non-profit beneficiary each month . Past partners include Ronald McDonald House Upper Midwest , Toys for Tots Minnesota , Second Harvest food shelves , Soup for You , People and Pets , and Veterans Home .”
“ When we put our customers first and recognize their specific needs , we all win ,” says Schoenzeit . “ We work hard to understand our neighborhood and our customers and then we order beverages so they can have what they want , rather than just stocking the latest trends .” Being recognized as a Top 100 retailer is “ a great honor that recognizes the work we do to take care of our customers . Every customer . Every time .”
16 Beverage Dynamics • June 2023 www . beveragedynamics . com