Market Watch, March 1, 2017
MARCH 2017 MARKETW ATCHMAG COM MARKET WATCH 89 best cross merchandisers simply by having a conversation with our customers We love it when people say Were having X for dinner What do I pair it with Serving The Customer Each of Steves partners counts the chains 30 employees as the companys most valuable assets When we hire people we dont do it casually Varese says Everyone who works for us plays a major role in our success The three store managers say that they and their staff delight in helping customers find the right products Our employees are educated and relate well to the customers Eigenberger says The partners are particularly thrilled when patrons express their continued satisfaction with the selection prices and customer service at Steves When someone comes in and says we were able to add to their event meal or gathering it makes us feel good about what were doing Crokus explains There are no current plans for expansion although Varese believes theres potential for a fourth store in the Madison area In any event the partners vow that they wont be complacent When it comes to future growth Well continue to do what has always worked for us in the past Wautlet says Well remain aware of the trends and well do what no one else is doing Crokus adds that the new tasting room and Crowler station at the University store were worthy investments And as he and his partners look to the future theyll consider moves that enhance the role Steves already plays in the Madison marketplace Well always try to maximize the experience for our shoppers and seek to attract new customers Crokus says In this business you have to constantly evolve mw Scotch whisky are now offered for 10 to 20 a person The unit also added a beer Crowler station offering six different draft brews for carryout in 32 ounce Crowler cans generally priced from 5 to 18 Crokus explains that Steves tries to take a direct approach to marketing and advertising We dont have a big presence on radio or TV he says Instead the chain relies on email marketing and social media Its Facebook and Twitter sites tout new product arrivals and in store events Steves also tries to steer clear of download and print p o s materials Crokus says Rather employees create handwritten in store signage We dont do a lot of 50 case displays with cardboard cutouts he explains We try to be our own While Wisconsins favorite spirit Korbel brandy leads category sales at Steves whisk e y is coming on strong The craft cocktail movement has led to more interest in vermouths and bitters The University Avenue location recently added a Crowler machine pictured allowing customers to take home fresh draft beer
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