Bottle coolers – a window into your world
“Not only is our bar beautiful, with over 600 uniquely designed bottles on display, our refrigeration is also a show stopping spectacle. We have arranged our bottle coolers in such a way that they act as a window display. When a patron is sitting at the bar, they can see at a glance every drink we have on offer.” This seemingly obvious principle is so often over looked or is not served justice. There is a field of science dedicated to how visual merchandise affects impulse purchasing and consumer behaviour. Bar height, width, lighting, bottle positioning and more are all factors in how your merchandise is displayed to your patrons. Getting it wrong could mean placing barriers between the customer and the products – not what any bar owner would wish for!
To engage her customers, and encourage them to ask questions, Tess puts certain products at the most visible point inside of the bottle cooler. “Our patrons are very curious and ask everything about the drinks they see. Therefore, I put the drinks that I have interesting facts about and the drinks with a good margin (of course) in pride of place inside my bottle coolers.”
She continues with the important point, that "Patrons don't have to see the cappuccino milk, to know we have it.” So, flooding your bottle cooler with your best-selling drink is not tactical enough – feature bottles with a story, a strong brand or something that helps you set the perfect tone for your bar (and helps you make a tidy profit too!).