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. 
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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.