Quaffers completes Liquorland's market segmentation strategy by creating an out-of-town retailing adventure aimed at the more confident wine consumer. By organising wine by colour and price, we created an 'Aladdin's Cave' adventure for the enthusiastic wine buff. Each week, price specials are promoted aggressively in the press and advertised in store by signwriting on the walls at the entrance. At the centre stage is a massive concrete and steel wine tasting table, used for special events and promotional evenings to strengthen the brand's position as a knowledgeable wine specialist.
"Successful retailing is about knowing what your customer wants and delivering more. Landini Associates instinctively understood this and ensured Quaffers delivered more to customers" – Shane Sinclair, General Manager, Merchandise, Liquorland