Williquors ’ flagship store in Bismarck features 28,000 square feet of “ liquid happiness ” and the largest selection in a three-state radius .

KEEPING CUSTOMERS ENGAGED

Aside from offering one of the largest selections of beverage alcohol products in the area , Skjerseth says that part of what makes Williquors successful is their customer engagement strategies . “ We have redesigned our store flow and layout to optimize customer engagement ,” notes Skjerseth . “ Before , it was a growler station , but that has run its course . Customers started asking to try different spirits , so now we can crack something open for them to try .”

Skjerseth explains that this new store layout has created a nice area for customers and employees to talk and connect . While they sip on a new liquid , employees can educate shoppers about the product they ’ re trying and “ get a new product

into people ’ s mouths before our competition can ,” he states .

THE BOURBON SOCIETY

Williquors ’ biggest venture this year has been Bourbon Society , which is a store membership that allows those who join to receive special discounts on bourbon . Members also have the ability to enter into special allocated release events throughout the year .

“ Every quarter , we do these allocated bourbon release events where we give away some merchandise ,” says Skjerseth . “ At each one of these events , we ’ ll have giveaways , drawings , food and refreshments , along with samples .”

The Bourbon Society made its debut in March of this year , and the membership is good for all of 2024 . Skjerseth says both the Bourbon Society and the store ’ s loyalty program help to bring in a lot of new customers .

LOOKING TOWARD A BRIGHT FUTURE

Between exciting events , educational classes , tastings and construction set to begin in 2025 for the new store location , Skjerseth expects Williquors to continue growing .

“ We run an ‘ Everyday Low Price ’ program for products throughout the store , along with special promos throughout the year ,” he explains . “ You will always have people coming in looking for the brands they know and trust , but through our customer experience , we end up getting them to try something new . This way , they stray outside of their bubble and leave the store with another brand .”

“ When I meet with other liquor store owners , they ’ re stumped that it ’ s even possible in Nebraska — but it ’ s possible here ,” says Wine , Beer , & Spirits ’ CFO Aaron Konen . “ We put the bars at the very front of the store so when customers walk in , they immediately have to decide if they ’ re going to just shop or also have some fun .”

Konen explains that this “ drink while you shop ” concept is more than just an experience . “ We like to think of ourselves as more of a place to hang out , where customers can get a margarita and walk around . Shoppers are a lot happier with a drink in hand . The key to our success is having those bars front and center ,” he says . www . beveragedynamics . com 2024 Top 100 Issue • Beverage Dynamics 15