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Regional Website

Brand research for dossier

Product

Regionals is an established family owned liquor retailer operating in Wellington since 1987.

Regional Wines has an extensive range of Beer, Wine and Spirits. This includes obscure and premium options as well as more affordable everyday drinks.

An important part of regionals service is their knowledgeable and enthusiastic staff who refer to themselves as beverage “geeks”. These staff guide and recommend products from their vast selection for those customers who want to find something obsure, special or new.

Regionals offers tasting events and beverage subscriptions creating a “hub of people, passion and education around the marvelous craft of fine Wine, Beer and Spirits”.

Regionals offers a premium wholesale distribution service to bars and restaurants around Wellington. This includes training and support programs to educate these establishments so that they can deliver the passion and knowledge to their own customers that Regionals prides themselves in. Regionals offers free delivery within the Wellington region for these customers.

Regionals ship anywhere in New Zealand and offers a same day chilled delivery service within the Wellington region.

Regional has a function catering service for corporate events, wedding and other celebrations. This includes a dedicated staff member to support in the selection of the drinks list.

All of these services have a strong reliance on the knowledge of the staff to guide and inspire both corporate customers and individuals.

Place 

Regionals is in the higher end of the market of liquor stores in Wellington. This is partly because they stock a vast selection of premium and obscure products. However it is more so because they offer a personalized service for all types of transactions, giving a higher lever of service than is necessarily expected from an everyday customer. It is also because Regionals runs events and tastings to promote passion and education around their products, which is again is a higher end level of service.

Price 

Because Regionals is a store devoted to the passion and education of the craft of fine liquor they have a large selection of high quality beverages. This includes craft and independent brands including a large New Zealand wine selection as well as the premium and hard to fine brands. Because of these products regionals has a higher price point the lower end liquor stores in Wellington such as Big Barrel and Liquor King. However Regionals also stocks a large selection of cheaper wines and mainstream spirits and beers catering to a much wider customer base than it initially appears to. 

Promotion

Regionals has be operating as a wholesaler since 1987 and Retailer since 1990. Because they have been around so long they have built themselves a strong reputation, as they have become an established and trusted business in Wellington. This mean a large part of their promotion comes about through word of mouth. Regionals mention on their website that supplies liquor to a number of respected bars and restaurants around Wellington such as Ortega Fish Shack, Dockside, Avida and Hippopotamus. By mentioning these they the reputations of these establishments help to endorse the quality of regionals products. Regionals has a website, Facebook page and Twitter however their online presence isn’t strong. Their Website is hard to navigate. Regionals is much more effective in promoting their brand through their large exterior signage on their store which can be easily seen from the busy road around the Basin Reserve. As well as their logo on their truck that delivers products around Wellington city.

Competition

     

There are a number of liquor stores around wellington, we believe Moore Wilsons wine, beer and spirits department is one of regional wines main competitors. This is because they both are suppliers to bars and restaurants in Wellington as well as being a retail store with a wide selection of local beverages. Like the other departments in Moore Wilsons the wine, beer and spirits department is in a very paired back setting, concrete floors, raw shelving and in the canter of the room the wine is displayed in their original freighting packaging giving a sense of ‘straight from the source’ transparency and authenticity.

Like Regionals Moore Wilsons also has craft beer on tap, but with only 5 choices.

Macro-trends

Provenance is increasingly important to us both for products as businesses. Once New Zealand made was shameful and now it is super important and encouraged and the rest of the world wants a piece of that too, not just us! This is affected by social scares like chemicals in baby powder, bird flu outbreaks, nuclear explosions and other nasty events that cause contamination. New Zealand seems to hold this pure, top quality, natural aesthetic that creates safety and security in the belief you are consuming something that is good for the planet and you. As more and more businesses are being brought by overseas companies, it is becoming more important to support the locally owned businesses we have left. Because of this many consumers will choose to go to the local family owned business even if they pay a little more over the off shore owned chain.

Social connection

Our society has become very reliant on personal computers and phone for communication and entertainment. This has triggered anxiety around how much time people spend in their bedrooms on their laptops. Because of this people crave real social experiences. Designers have tried to eliminate this cultural trend by opening up work and education environments to have open planned shared community spaces. Brands now collaborate with each other and more retail stores are incorporating experiences and events into their service.

Transparency

Being an authentic and transparent brand is more important than ever. There is because there so much information online advertising can no longer fool customers. Online reviews means word of mouth travels faster than ever before. Therefore it increasingly important for brands to be honest and accountable to gain the trust of their customers. Social media such as Facebook, Instagram and Twitter have become a vital part of a brands promotion this is because it allows for two-way dialogue between the business and the customer helping to open up this transparency.

Target Audience For Dossier

Experienced User

Nigella is 45, a stay at home mother of 2 and a devoted wife. Although she has a tough exterior, Nigella often finds herself doubting her acceptance from her friends and is constantly trying to impress. Once a week, her and her friends get together at someones house for a dinner party. When it comes to Nigellas turn she finds herself eagerly planning out all the intricate details of her dinner so that it is the best one out of them all. Even though they don’t say it, she knows that her friends consider the dinner parties a competition rather than a fun night out. To accompany her dinner she wants to purchase a premium bottle of wine that will compliment the meal and make her friends go WOW. In the liquor store Nigella knows her way around, she has a rough idea of what we wants and comes across as not needing/wanting help but deep down she knows that if she gets help she is more likely to purchase the perfect product. Nigella needs two way communication initiated by staff, so that she doesn’t have to ask for help and come across as not knowing anything. She is worried about her image and how people perceive her. It is vital that she doesn’t feel out of her depth. 

• Guide me
• Inform me
• Assist me

Inexperienced user

Fred is in his early 20's and is just starting out his career as an accountant. He is very social and enjoys catching up with friends for drinks on the weekend. Fred loves to learn new things and is quite happy sitting down all day reading books. His good friend Carl is having his 21st this weekend and he wants to get him something nice. He knows Carl likes Rum but has never tried it himself. Fred likes to drink but is used to student drinking AKA buying the cheapest drink to get drunk off of so he doesn't have a clue what to get. In the liquor store Fred is bewildered by choice, he is used to walking into the fridge at the back but Rum is not kept there. Fred needs assistance from staff. He needs help choosing what to buy but also wants to know information about what he is buying.

• Inform me
• Guide me
• Involve me
• Educate me

Enthusiastic User

Eli is in his mid 40’s, middle class, works full time and has a wife and young child. In the search of a balance between life and work Eli has just been to a beer brewing course at the Occasional Brewer. Inspired and excited Eli would consider himself somewhat of an enthusiast when it comes to beer. Eli is always in search of trying new and unique beer and is after knowledge, connection and is keen for a chat about his new hobby. In the liquor store he would rather chat to other enthusiasts than look around by himself. He wants to immerse himself in knowledge and be surrounded by people that share his interests. Eli needs lots of dialogue and a place he can go to carry out his hobby. 

• Educate me
• Include me
• Connect me

Our Big Idea

Our Brand - Regional Wines & Spirits

Task - buying a gift for his friends 21st.

Meet Fred he is in his early 20's and is just starting out his career. He is very social and enjoys catching up with friends for drinks on the weekend. His good friend Carl is having his 21st this weekend and he want to get him something nice. He knows Carl likes Rum but has never tried it himself so he doesn't have a clue what to get, he needs help.

"Carl is such a good friend, I just want to get him some thing nice that he won't forget".

Currently Freds experience is... Fred goes on the Regionals website but he can't tell what is good, there aren't any pictures so he doesn't want to buy online. He decides to go into the store, there is so much selection which he thinks is great, but he is overwhelmed and doesn't know where to start.
A staff member comes up to help him, but their specialised terminology confuses him and he feels out of place. He is greatful for the help but he wishes they had simplified the information so that he could follow.

Fred needs a way to be guided, informed, inspired and included without feeling overwhelmed with choices.

His needs: Guide me and Inform me.

Therefore our big idea is: A digital platform that catergorises the store and connects customers with each other and the store.

Our first touch point is.... A simple digital catalogue that can be used in store on the available ipads or downloaded as an app at home to help the customer find what they are looking for.

Our second touch point is... A loyalty programme that you can sign up for on this app. The Loyalty programme entitles you to discounts, notofication about  good deals and chance to win monthly prizes.

Our third touch point is... With the loyalty programme you have the option of being linked in to an online group to stay up to date and individually chat to staff, as well as individual monthly recommendations bases on your previous purchaces.

Future journey maps and rapid ideation

Fred's Journey

Friendly Fred & Nigella

User Profiling

Journey Map

SWOT Analysis

Strengths 

• A strength of regionals is that it is an independantly New Zealand owned business, this fullfills the micro-trend of consumers wanting to support locally owned businesses. 
• Regionals has been running since 1987 because of this they have built themselves a reputation of quality and reliability over the years. This helps build trust between the customer and the brand. 
• The knowledgable and enthusiastic staff are a strength because they are genuine and reassuring for the customer whether they are just buying for themsleves of for an event or function. 
• The tasting events and tasting service are a strength because it is a unique service to regionals and makes the customer feel as if the staff are going the extra mile to help them choose the right drink this service also helps create a two way relationship between the customer and the staff.
• The tasting events also help the customer feel connected and included in a community, thus creating an experience beyond the retail of alcohol and engaging in the exprience economy that is the new direction retail is going. 
• Regionals Beer subscription service which hand picks a selection of beers that get delivered right to the customers door step is an example of how Regionals has developed a personalised experience that has the opportunity to educate and transform the customer by giving them something exciting and different to try each month which will keep them engaged and coming back for more.  
• Regionals longevity is very apparent in the atmosphere of the store, this combined with the enthusiasm  and knowledge of the staff gives Regionals a very relaxed and community like feel, the staff aren't afraid to pipe in to each others converations to talk up a recommendation, this makes for a friendly atmosphere and helps build trust between the customer and the store. 
• Delivery

Weaknesses 

• The decor in regionals looks as though it has been accumulated over the years and hasn't been refreshed or updated since 1987. Although this backs up the old established qualities of the business it feels old fashioned with the feel of an old barn which doesn't align with exciting, fresh and current services that they offer like tasting events, tap beer and beer subscriptions. 
• The knowledge of the staff is exquisit, they know about the manufacturing, provenence and history of their products. This is fantasic for customers who want that extra level of service, however can be quite overwhelming for customers who don't know much about beer wine and spirits because the staff use a lot specialised language which can behard to understand and can leave the customer feeling a bit confused with too many options.  
• The mobile website is great at showing the specialised services that regionals offers, however it hard to locate the shops opening hours and location on the site, this is a weekness because the mobile website is a very common way for customer to look this up while they are on the go. 
• Signage on the inside isn't easy to navagate, hard to find what you're after without asking. 
• 
  

Opportunities 

• Regionals offers tastings, events and beer subscriptions along side the retail of alcohol, these services align with the economic shift from an industrial economy to an experience economy that is currently happening in comtemporary retail culture. However Regionals doesn't promote these experiences as much as they could. There is an opportunity here for Regionals to expand and promote these experience services much more widely as they align with what customers want from a business as well as being a unique offering to Regionals.   
• Regionals mobile website lacks the heirarcy of information that is important for those customers who want to quickly look up information about the store, there is an opportunity to improve the website to make the users experience more straight forward to quick. 
• Regionals decor is out dated, there is an opportuniy here to refresh the decor of the store, however it is important to keep some traditionals aspects of they way it looks to recognise the longevity of the business as this supports regionals reputation as a trusted and quality retail store in Wellington. 
• Consistancy of style on and outside could improve. 
• More of an online presence. 

Threats 

• macro-trend of fitness can threaten alcohol comsumption. 
• other stores like moore wilsons. 
• location and accessibility people aren't paitent as they used to be. 

Refined customer profiles

Journey Maps

Target Audience

Target Audience

1. Beer Enthusiast

Psychographics 

Values:

• They want quality and a level of transparity about the products that they are buying. 
• They want to buy beers that are a bit different and not mainstream, because of this they are happy to spend a bit more. 
• They like to know where the beer they are buying is from and local is always better. 
• They value beers from independantly owned brewers than corporations.  
• They are open to recomendations but only from people they believe are knowledgeable and have "good taste". 

Interests: 

• They are interested in trying new things because of this they will come to tasting events and launches of new beers. 
• On a saturday night they come and buy a small selection of individual bottles of craft beer or a 4 pack to take to a house party. 
• They have an interest in different types of beer and because of this they retain any knowledge they have about the beers they have tried which they can pass on to others who want advice on 'good' beer to drink. 
• They are keen to get together with other like-minded enthusiasts so they can recommend and share their knowledge. 

Think:

• They think they have an aquired taste
• They think quality over quantity always wins. 

Feel: 

• They feel mildly superior in their beer choices than the mainstream. 
• They feel a sense of loyalty to the craft brands that they trust. 

How do they act: 

• They are happy to ask questions and get to know the staff. 
• They are not afraid to ask to try the beers on tap before purchasing because they know what they like. 

Experience Style

They know where the beer is but they are not in a rush. They will spend time looking at what is new or beers they haven't tried yet. They might go to the tap beers and try something before they purchase it as they are particular about what they like and don't like. They might spend a few minutes chatting to the staff about what's new or they might bump into someone they met at a tasting event and spend a few minutes exchanging recommendations. 

Wants/Needs 

They want to feel included and part of a community, because of this the tasting events and recommendations from knowledable staff is crucial for them to be a repeat customer. They don't just want to come in and pick something randomly, they want to know what they are getting, where it was brewed and what sort of beer it is. They also want to know that the best quality options are avalible to them and they have a superior selection to choose from and for this they are happy to pay a bit more. 

Demographic 

Age: 30 - 55

Dress: Away from work they wear Jeans, Vans a t-shirt printed by a local designer or band, their style is casual, but tidy. 

Employment status: They have a stable job with a mid to high income. 

Where to they live: An inner city suburb like Mt Victoria or Berhampore. 

User Profile 

Rob - 42 

Rob is a busy with work and his family and lately Rob has been burnt out at work and is trying to prioritise his work life balance. 

Rob looks forward to his Friday night beers with friends   and is happy to spend a bit extra on something really nice. He likes to get recommendations from people he trusts so he can try new things and share his knowledge with his buddies on Friday night drinks. 

Next month he's going on a brewing course because he wants to learn about the brewing process and have something to focus on outside of work. 

He likes to have a regular place to shop where it feels like his local and he knows the staff.

2. Young professional

Psychographics 

Values:

• After 4 years at uni drinking cheep alcohol they are excited to finally have a little extra money to buy something a bit nicer. 
• They also value the mature atmosphere at Regionals. 
• They drink a fair bit in the weekend, so they still want a good deal, but are happy to spend a bit extra on a bottle of wine to take to a dinner party. 
• They like the range Regionals has becuase they are no longer limited to the cheap stuff.
• Because they are just starting out their journey of drinking nice wine beer and spirits they value that the staff are knowledgeable and happy to recommend something. 

Interests: 

• They socalise a lot on the weekend because they don't have any dependants. 
• Depending on the ocassion they like to try different types of drinks. 
• They like to know a bit of informations about what they are getting, but they aren't a true enthusiast.

Think:

• They think that spending a little but more is mature and fitting for them now they are working full time. 

Feel: 

• Grown up for buying a nice red wine or a pack of craft beers. 
• Pleased to be able to buy what they actually like and not worry so much about the price. 

How do they act:

• They are happy to ask for help on choosing something to drink. 
• They don't stick around the store for too long becasue they are usually passing through from work on their way to dinner or drinks. 

Experience Style 

They are usually in a bit of a rush because they lead a busy social life, however they will still spend a few minutes deciding what to get, if they are feeling indecisive they will ask a staff memeber to recommend something for them.

Wants/Needs

They want to know what they are getting quality and have a wide variety avalible to them. They also want someone there to help them with their choices if they need.

Demographic.
Age: mid to late twenties
Dress: Stylish, tidy, on-trend
Employment status: Full-time corporate job in the feild they went to uni for.
Where do they live: apartment in town.

Hannah - 25

Hannah has been working in her corporate job for 2 years now. She is busy at work but really looks forward to dinner parties at the weekend or a nice glass of wine at dinner.

Hannah had recentley started drinking red wine and enjoys getting recommendations on what brands to try when she passes through Regionals on her way home from work.

She likes to know that she is getting good advice when picking up a bottle on her way to a dinner party.

In Store

Initial Observations

• Industrial/barn-like building
• Outside doesn't look too exciting
• Step inside and quite quiet, low volume music playing
• Can smell wine
• Staff member having long conversation with a customer
• 2 Staff working in a Saturday night
• Wine to the right, rest to the left
• VAST range of alcohol
• Interesting packaging and displays
• Decor is pretty random/ casual
• Cheap beers (Tui, Speights) in a back room of the beer fridge - walk past the fancy, craft stuff to get to it and there isn't much stock - obviously not very popular to buy from there
• Doesn't seem like a place students would purchase alcohol from, older customers or graduates wanting the next step up for their drink choices
• Staff are friendly but not over the top/ reading off a script
• Calm Atmosphere 
• Rustic feeling 
• 19 options of tap beer that can refil flaggons. 
• Lots of cutomers seemed to pop in and out with direction, seems like there may be regualrs and know where everything is for a quick trip. 
• Lots of obscure and preminum drinks like 100 yr old rum, for an educated customer. 

Brand Research

Brand history

Established in 1987 by Grant Jones Regional Wines has a 28 year history in providing a range of wine, beer and spirits to the people and establishments of Wellington.

Regional began as a wholesale distributor of wines to Wellington restaurants, and in 1990 opened the retail store by the basin reserve that they still occupy today. It was at this store that beer and spirits were added to their repertoire.

Regionals is still owned and operated by the Jones family and describe themselves as a “hub of people, passion and education around the marvellous craft of fine Wine, Beer and Spirits. Regionals prides themselves as being a team of beverage ‘geeks’ that encourage an appreciation of wine beer and spirits on a personal level. They do this through the regualr tasting events they hold, beverage subscriptions and vast selection. Regionals  as still being a distribution service for a number of sought after establishments in Wellington including Ortega fish shack, Dockside, Avida and Hippopotamus.

Product

As a retail store Regional Wines has an extensive range of Beer, Wine and Spirits. This includes obscure and preminum options as well as more affordable everyday drinks.

Physically regionals is a very large store which looks like an old barn or warehouse with exposed beams on the roof. There are sections of wine crates on the walls and flags hanging up, the carpet is a deep maroon and there is a lot of exposed wood giving the shop a rustic European feel. The attendants are dressed in a black button up shirt and black pants affirming the classic professional feel of the store.

Regionals has a large selection of local craft beers with small curated selection of 19 tap beers with which you can refill your own flaggon. This tap beer service reflects macro-trend of wanting to purchase a product straight from the source reducing it's environmental impact (although this makes no real change to the environment it makes people feel less guilty). In the chilled section there is predominantly craft beers in individual bottles with a small selection of mainstream cheaper beers hidden way down the back. This choice of positioning reflects the stores value of beverages that are different and for a customer after quality and new things.    

The Wines are categorised into country of origin the largest section being NZ wines which are categorised into different regions. This reflects the stores value of local products as well as aligning with the macro-trend of consumers wanting something local which they can trust as a quality product and by buying they are supporting local businesses, thus supporting the New Zealand economy. 

Regionals stocks hard find spirits as well as mainstream options. They have a glass cabnit filled with premium spirits such as 100 year old rum. These options show that an educated customer shops here. 

Although Regional Wines aesthetically looks like a classic slightly old fashioned Wine shop on the inside they offers a range of service beyond the retail of wine, beer and spirits that align with the contemporary customer, that is one that is after a two way relationship through education and interaction. These services include:

·      Drink catering for all types of functions including corporate, weddings and other celebrations. This service includes helping the customer to create a beverage list within in their budget, dropping off and pick up of good and glass hire.

·      Distribution service to bars and restaurants, this includes not only same day delivery and a chilling service, but training and support programmes to help the “establishment deliver a superior level of beverage service”.

·      Monthly beverage subscriptions - hand picked packs delivered to the customer. Helping the customer try new things based on the drinks that they do like.

·      Regular in store events and tastings helping bring like minded appreciators together.

Place 

Regionals is in the upper end of liquor stores in Wellington because of the vast selection of premium, craft and inderpendant brands that they stock. How ever Regionals still stocks a selection of affordable options as well keeping in in the category of an everyday store for many people. 

Price 

      Regionals is a store devoted to providing quality beverages, this can be seen in the vast selection of craft and independant brands as well as the premium brands they stock. Because of these products appears to have a higher price point than many of the lower end liquor stores in town such as Big Barrel and liquior king. Because of this Regionals trends to attract an older customer, or ones that is willing to spend money on quality over students. However Regionals also stocks a large selection of cheaper wines and mainstream spirits and beers cattering to a much wider customer base than it initially appears. 

Promotion

Website
online store
Facebook
events 

Competition

      Moore Wilsons

      We believe Moore Wilsons wine, beer and spirits department is one of regional wines main competitors. This is because they both are suppliers to bars and restaurants in Wellington as well as being a retail store with a wide selection of local beverages.

      Like the other departments in Moore Wilsons the wine, beer and spirits department is in a very paired back setting, concrete floors, raw shelving and in the canter of the room the wine is displayed in their original freighting packaging giving a sense of  ‘straight from the source’ transparency and authenticity.

  

      The wine is displayed according to type with a section for European wines. Most wines have a sheet of information about it or the winery hung next to it.

  

      Like Regionals Moore Wilsons also has craft beer on tap, but with only 5 choices. They don't have refillable flaggons for sale like Regionals, however these can still be used. 

Garage Project 
Big Barrel