� writer and marketing communications strategist from Chicago , IL . Her work has appeared in Chicago ’ s Daily Herald newspaper , Time Out Chicago , Suburban Life newspapers , and various magazines . She is also the author of several children ’ s books . Follow her @ MelissaNSherwin .
2019 BEST PRACTICES AWARDS
“ We ’ re analyzing marketing data to determine the best opportunities for growth .”
– GERRY O ’ NEIL , DIRECTOR OF AGENCY OPERATIONS
that two-week pilot program — and depleted its selection of delisted products from 400,000 bottles to fewer than 40,000 — all in an 18-month timeframe . The success of the pilot led to the opening of three more permanent Last Call stores . The discount stores are strategically placed close to Ohio ’ s borders in an effort to drive sales from neighboring states .
“ These stores are great for customers who are looking for commodity pricing , but we ’ ll also put some popular products out there and also do raffles and offer special barrels to make Last Call stores destination points ,” Canepa says .
EXPANDING EDUCATION AND OUTREACH While growth is a priority for Ohio , OHLQ ’ s primary focus is on education .
This year , OHLQ hosted 21 Mandatory Agency Training Sessions ( MATS ) for each of Ohio ’ s 481 stores . The goals of MATS were to help agencies better understand the contractual relationship they have with OHLQ ; recognize their responsibilities ; and achieve a consistent look , feel and customer service experience across all Ohio agency locations .
Most agency stores sell products other than spirits . This means that the OHLQ regulations they must conform to can differ from their other product-related operations . Much of the MATS trainings focused on explaining the differences and expectations for marketing and selling spirits .
Sessions were offered across the state at 17 different locations , allowing agency owners to minimize time spent away from their business while attending the session that was most convenient for them .
Feedback on MATS was very positive , and OHLQ plans to run a similar program next year .
LOOKING TO THE FUTURE OHLQ is committed to constant improvement , and plans to continuously evaluate its many forms of data in order to make thoughtful business decisions that are in line with evolving industry and consumer needs .
Expansion is a big part of that effort . Since Canepa joined the Division in early 2017 , Ohio has opened 26 new agency stores , which collectively generated more than $ 15 million in additional revenue for the state .
Currently , there are five additional stores that have been awarded a contract but have not yet opened . Five more locations are in the various stages of review , and will all be open by the end of 2020 . OHLQ plans to open between five and 10 new stores per year for the next several years .
“ We ’ re analyzing marketing data to determine the best opportunities for growth ,” says Gerry O ’ Neil , director of agency operations . “ We ’ re also very mindful about not wanting to oversaturate the market or over-cannibalize closely located agency stores .”
Given the significant progress OHLQ has made with expansion and in other areas over the past several years , additional growth and success is most certainly on the horizon . •
Melissa Sherwin is a freelance
� writer and marketing communications strategist from Chicago , IL . Her work has appeared in Chicago ’ s Daily Herald newspaper , Time Out Chicago , Suburban Life newspapers , and various magazines . She is also the author of several children ’ s books . Follow her @ MelissaNSherwin .
14 StateWays | www . stateways . com | September / October 2019