As an independent shop, you can’t compete on price and you can’t compete on selection. The internet and the superstores will beat you every time. A great way to turn that problem into an opportunity is to embrace it. [level-members]
No, I don’t mean advertising that you’re running a special on Yellow Tail: “$2 MORE than you’ll pay at the superstore!” That’s obviously a loser. (Even if you change it to “Only $2 MORE …”)
Instead, create a “comparison shopping” section of wines to compete against the Yellow Tails and other mass-retail wines of the world. Display bottles of the most frequently requested mass-market wines paired with better tasting, more food-friendly, more interesting wines under a banner shouting, “If you like that … you’ll LOVE this.”
This can work on its own, but it’s even more powerful if you back it up with some passion. Help lead them to the right conclusion; tell them why your suggestion is more interesting, what foods it pairs best with, and how it works as a cocktail wine. [/level-members]