2022 BEST PRACTICES AWARDS
Kent Massie , Retail Operations Division Chief and Jay Spiegel , Retail Operations Manager
Melissa ( Missi ) Johns , Alcohol , Tobacco Enforcement Specialist , Gabriela Monzon-Reynolds , Community Outreach Manager , Rodrigo ( Roddy ) Aguirre , Community Outreach Specialist
of 2021 , and more followed . For some stores , the new concept is the first refresh they have had in 30 years .
“ When you walk into the store , you can immediately see that it is a much more customer-focused experience ,” says Kent Massie , Division Chief for Retail Operations with ABS . “ Everything is so much better , from the wayfinding to the product displays and more .”
Developed in partnership with an external branding agency , the new Oak Barrel & Vine store features upgraded curb appeal , showcasing a branded store marquee . Highlights of the renovated interior include a clear wayfinding system , digital screens , rebranded signage , an endcap merchandising system allowing for neater and more impactful promotion and sale displays , and a wine library and tasting room . Interior enhancements also include an impulse / new items section near the front of the store , a dedicated “ Maryland Made ” section to support local suppliers , efficient shelving systems , and a high-end lock-up section .
This store overhaul is part of a long-term ABS capital planning project . The plan calls for converting five to seven retail stores to the new branding concept each year — two locations are currently under construction .
This significant investment has already resulted in financial gains . Sales at the renovated store are up 30 % from the previous year .
ABS also plans to open its 27th store in Gaithersburg later this year , which will be its largest store , and will also reflect the new branding .
Feedback on the rebranded store from customers , suppliers and state wholesalers has been overwhelmingly positive .
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HANDLING HIGHLY ALLOCATED ITEMS ABS has also implemented an equitable and transparent new program for distributing highly allocated and rare products to retail customers and on-premises license holders .
“ There will always be products — mainly whiskey and bourbon — that are hard to get ,” Massie said . “ People will drive across the country just for a chance to get to purchase some of these things . For many years , the opinion that people had in our county as well as many other places is that you had to know someone in order to have a chance to buy these products .”
The previous system used by ABS was to move highly allocated and rare products straight to store shelves upon arrival . No notifications were made beforehand , so customers who happened to come into a store at the right time would see the product in stock and have an opportunity to purchase it . In December of 2021 , ABS rolled out a new system and policies that are more transparent and broadly communicated through various web , social media and partner channels .
Highly allocated and rare items now release on the second Saturday of each month . Information about the available products — including quantities and store locations — posts to the ABS website the Thursday before going on sale , and is also promoted through other digital platforms . This gives interested customers advance notice and ample time to plan accordingly .
On designated Saturdays , items are available on a first come , first serve basis . There is a limit of one bottle each , or two bottles of different highly allocated products per person .
Products that are among the hardest to come by , such as Pappy Van Winkle , are allocated via lotteries organized via the ABS website . This grants as many people as possible the opportunity to participate .
Lotteries break down into three categories : Maryland residents , Montgomery County residents and license holders . Customers can enter the lotteries on the ABS website and rank their product choices in priority order . Randomly selected winners then have opportunity to purchase the rare items .
Related policies prevent customers from putting highly allocated items on hold , and restrict ABS employees from purchasing any items until they have been sitting on store shelves for 24 hours . Also , a minimum of 10 % of all highly allocated products are set
StateWays | www . stateways . com | Fall 2022