Best Practices Awards 2017
The state ’ s warehouse , operated by DHL , handles 5.5 million cases per year .
along Interstate 93 in Hooksett . The welcome centers are a private-public partnership designed to boost the economy and tourism . In each of the two stores , the agency created an advertising pilot program that utilizes a large wall near the checkout , which accommodates ads as large as 10x40 feet .
The locations handle more than 1 million customer transactions per year , making them an ideal place to provide broker and supplier partners with opportunities to promote products .
“ It ’ s an expensive way to advertise , but they get a lot of bang for the buck ,” Mollica says . “ Suppliers that have taken part have seen great lift in their sales . The ads really jump off the wall because they ’ re not just flat , there ’ s room for three dimensions . They make customers want to look for the product .”
More than a dozen brands have participated in the program so far , ranging from product promotions to charitable messaging to responsible consumption ads .
“ It really enhances the customer shopping experience ,” Brassard-Jordan says . “ These are dynamic ads and I can ’ t think of a better use for that space . We ’ re currently expanding our offerings to tie the display ads with print advertising in our Celebrate NH magazine .”
PARTNERING WITH LICENSEES When two major supermarket chains closed in New Hampshire , the NHLC decided to expand its popular “ Price Buster ” program at Liquor & Wine Outlets to its licensee partners . The new Off-Premise Price Buster program helps retailers , including grocery stores and wine shops , feature select wines at promotional prices . All deals are non-competing with promotions at state stores , giving licensees an exclusive deal and advantage for that time period .
“ The bottom line is , they ’ re our customers ,” Brassard-Jordan
says . “ As a wholesaler , they ’ re very important to us . We ’ re always looking for ways to make their listings better , and every month we place an ad in the grocer ’ s association publication to promote the wines discounted that month . Those items are really important to them , and we ’ re glad to give them an advantage on pricing .”
In terms of volume , 75 % of spirit and wine sales come from Liquor & Wine Outlet locations , while 15 % come from off-premise licensees and 10 % come from on-premise locations . The NHLC is doing whatever it can to help its partners , rather than increase its own share of the market .
“ Governor Sununu ’ s mantra is customer service , and we ’ re continually reaching out to customers and helping them ,” Mollica says . “ We want to make them happy and able to sell the products that will create profit and serve their customers . The most important thing to us is that we ’ re in the people business .”
In 2016 , off-premise licensees saved $ 2.9 million thanks to the Price Buster program , and in a partial year of 2017 they ’ d already saved $ 3.2 million .
UNIQUE RETAIL OFFERINGS The NHLC has greatly expanded its barrel buying program since it purchased its first Bourbon barrel in 2001 . This year , the agency made its first visit to Mexico to buy barrels of tequila – it ended up tasting 30 tequilas over three days from Patron , Herradura and Casa Noble , purchasing nine barrels for the state ’ s stores .
In order to give customers a deeper understanding of these exclusive spirits , each store featured detailed tasting notes to accompany the bottles on display . All employees were also trained on each tequila so they could pass along their knowledge and direct customers based on taste preferences . The agency also
12 StateWays | www . stateways . com | September / October 2017