What sort of word is this? According to Wikipedia, beverage is used to describe a drink that has been prepared for human consumption. Perhaps a bottle of Evian is in and a sup from the tap is out! According to the Concise Oxford Dictionary, beverage comes from the Latin, bibere, by way of the Old French beuvrage. In the COD it is listed next to bevy (plural bevies) but my edition only allows that to mean a flock of quails or larks; or a company of group of women; and not a few beers! My only problem with the word beverage is that it just does not sound great, it does not sound liquid, and it does not sound refreshing. The beauty of the word- for local retailers - is beverage mostly comes with high margin potential. As Mark Sterratt of gsk recently told Retail Newsagent, "You'd need to sell three packets of crisps to get the same profit as one soft drink."
Look at the ceiling and top wall of this McDonalds restaurant. There is a picture of two good looking healthy people having fun and some bright primary colours. Ask yourself what is the purpose of this picture? In the latest issue of Retail Newsagent in a feature on merchandising, Andrew Knight of RI tells its independent readers that they need to think about using sharp pictures of non-packaged products linked to people consuming goods. Perhaps this has been taken to the next level by the fast food chain - that is selling the feeling of being happy and healthy rather than the products. A second, related tip from the same feature is made by most contributors - it is vital to keep windows clean and clear of clutter. "I believe that less is more," says Roli Ranger, a retailer from Ascot, Berkshire. He has posters for promotions in between the windows that are regularly updated and discreet signs in the windows. Third, a highly visible well-stocked promotion at the entranc
Comments
Post a Comment