Boutique Merchandising
Passion and customer
service are the by-words of the proprietors of three
different Massachusetts boutique wine stores when asked what
the single most important part of their businesses
is.
These
words are what the owners claim is the reason customers turn
to them, in their smaller spaces, with less big name brands
and less stock, instead of visiting large chain stores with
endless selections and perhaps less than perfect
service.
BRIX
1284
Washington Street, Boston, MA O2118, 617.542.2749,
www.brixwineshop.com.
The owners of Brix, Carri Wroblewski and Klaudia Mally, have
created a wine shop in the Boston’s South End which evokes
more of a bar atmosphere than a store. And a very hip bar at
that. Dark colors, Italian lighting, a granite tasting
table, and an open floor plan make it seem as though the
room was made for a trendy cocktail party, except for the
floor-to-ceiling racks of wine on three sides. The back
wall, where the register is found, holds a selection of
liquors on shelves that glow from lights below. And just
like at your favorite bar, if you’ve been in the store
before, it’s very likely Wroblewski or Mally will know your
name.
a
BUSINESS BORN with CUSTOMER SERVICE
in MIND Before opening Brix, Wroblewski and Mally had become
fast friends years ago after meeting at a South End wine
shop that Wroblewski worked at. One day, while waiting for a
buyer in a different wine shop, Wroblewski saw a customer
wandering around, obviously in need of some advice. There
was nary a clerk in sight. Taking pity on this person,
Wroblewski offered to help. She happened to be on the phone
with Mally at the time, who, while listening to Wroblewski
assist the hapless customer, had a Eureka! moment. She
shouted to Wroblewski, “I’ve got it! I’ve got it! How would
you like to own a wine shop?”
They went into the project
with that focus on customer service held as paramount.
Wroblewski says, “We treat clients as if they were in a
five-star restaurant.”
In addition, they knew what
they didn’t want. Wroblewski says, “All stores look alike.
Case stackings everywhere. They’re difficult to navigate.”
Mally adds to that, saying, “What is lacking is a design
element, ambiance that is exceptional.” Mally designed
certain items in the store, such as the wrought-iron door
made to look like stacked wine bottles in a rack. Brix, with
its open space, is easy to navigate, another important
element of customer service often neglected or overlooked,
says Wroblewski.
the
NUMBERS GAME At any
given time, Brix offers about 85O to 1OOO different types of
wine (as well as some liquors). Bottle prices average about
$15, even though the store is located in a higher end
location of the city, which is currently heading toward
being even higher end. Despite the fact that most of their
clients are well off, Wroblewski and Mally wanted to keep
prices reasonable because they researched what the
neighborhood wanted. “They drink wine every day,” says
Wroblewski, who could draw on her years of experience in
other retail wine stores in the area. “It’s a part of their
lives. Though they have money, they don’t always want to
spend a lot on everyday wines.” Mally says, “Carri calls
them ‘Monday-Tuesday-Wednesday’ wines,” which is apt
description and perfect for a client who may come in three
or four times a week on their way home from work.
GET
ORGANIZED Another
part of the business Wroblewski stresses is organization.
“If you are organized, it’s easy to accommodate customers,”
she says. “Each customer (if they choose) is included in a
database Brix keeps. It tracks their buying history.” This
highly unusual practice, in the wine retail business anyway,
is a useful tool for both the store and the customer. Say
you had a fabulous wine six months ago but can’t remember
the name of the bottle. Simply ask Wroblewski or Mally and
they can look it up instantly.
SPECIAL
TOUCHES Other ways
that the pair breaks away from standard wine shop protocol
include their policy of using crystal wine glasses instead
of plastic cups for their Friday night weekly wine tastings.
Besides being better for the wine, allowing a true taste
possible, it is simply more elegant and inviting. The store
will also allow customers to special order three bottles of
wine, rather than the usual six bottles or a case. While
this increases cost a bit, it is an added service that
clients seem to like. E-mail updates to customers let them
in on special deals and events. A new program the pair has
started is called “Industry Night”, when a local chef
prepares a signature item and they match wines to it.
Recently a pastry chef brought in desserts and customers
could try dessert wines with them.
Both Wroblewski and Mally
are thrilled with the store so far, which will be open a
year this December. Mally says, “If you love what you do, it
all comes together. You have to be passionate.”
SOLERA
12
Corinth Street, Roslindale Village, MA O2131,
617.469.4OO5 By
day, a Spanish-language interpreter for the Boston courts,
by night, a wine store proprietor, Maria Valencia has a full
plate, but she wouldn’t have it any other way. Having always
wanted to be in business for herself, Valencia saw an
opportunity she just couldn’t pass up when she moved to this
Boston neighborhood of 35,OOO people in 1993.
“When I moved to
Roslindale, I realized there was nothing here,” says
Valencia. “No restaurants. No wine stores. No boutiques.”
But, she knew the tide was changing as the neighborhood
started to undergo radical changes and revitalization. “I
felt I wanted to contribute to the renaissance.” That was
almost four years ago.
Her store, at about 7OO
square feet, is rectangular, which Valencia likes because
she says it reminds her of a wine cellar. She offers about
42O types of wine and a small selection of beer. Average
prices hover between $1O to $15 for a bottle of wine.
Valencia says about 6O types of wines she sells are more
than $15.
“My philosophy is that
small is better,” says Valencia. “Small and selective and a
good value. I try to have things not found everywhere. I
taste everything I buy.” This policy allows her to be really
hands-on with recommendations for food and wine pairings as
well as be prepared to find wines in every price range. “We
try to find wine within their budget,” she says of her
customers.
Valencia also subscribes to
the philosophy that individual attention is a key strategy
for retaining clients, as well as a providing a pleasing
ambiance in the store. “Customer service is very important,”
says Valencia. “In a big store, I used to get overwhelmed.
The customer doesn’t get lost here. They are not
intimidated.” Most of her clientele are repeat customers
from the neighborhood.
The store is decorated with
oriental rugs and artwork. Racks of wines line the store and
a few specialty items, such as wine glasses and bottle
wraps, are tucked here and there. A wine barrel sits next to
the register area and displays the week’s wine special, or
on Saturday afternoons at 4pm, serves as a table for wine
tastings. The feeling is very warm and welcoming.
“This is a shrine to wine,”
says Valencia. “I love wine and food.”
ESPRIT
du VIN
25
Central Avenue, Milton, MA O2186, 617.296.WINE,
espiritduvinusa.com
A “passionate interest” in food and wine led Keith Mills and
his wife, Linda, to open their wine shop in Milton almost
three years ago. Trained as a chef, and a former risk
manager, Mills says he finally has his dream job. “It’s a
great lifestyle,” he says but adds that owning a small store
like his is a lot of work. One thing stands out as being
most important. “It has to be a passion,” says Mills,
mentioning that particular word that seems to come up a lot
in the boutique wine shop world.
In an effort to build upon
his knowledge, Mills took a wine certification class at
Boston University at the Elizabeth Bishop Wine Resource
Center. Masters of Wine Sandy Block and William Nesto were
the instructors, for which Mills is very
thankful.
“For me, although I was a
wine enthusiast, it filled in all the holes I needed to feel
competent in talking about and selling wine,” says Mills.
“It solidified my base.” In a happy coincidence, Nesto
actually lives near Esprit du Vin, allowing Mills to take
advantage of his vast knowledge on occasion.
“Bill Nesto comes into the
shop from time and time,” says Mills, as does Block. “Having
two of the biggest wine gurus in the world come in and the
opportunity to talk to them is great. We’ll taste wine.”
Mills gets their opinions and talks of the latest industry
news. Learning is always ongoing. Mills says, “There’s
always new wines, new techniques – it’s a very dynamic
market.”
Mills’ store offers more
than just wine. In a deli case, there are more than 7O kinds
of cheeses available. He also offers various spreads,
artichoke hearts and the like. Behind the counter, fresh
bread from Iggy’s and Jessica’s, delivered each day, is
displayed.
“We provide service and
value,” says Mills, who knows most of his customers by first
name. “I know what every customer likes to drink.” Mills say
he wants customers to feel comfortable with the store and
the whole experience. “Let’s make it easy,” he says. “We can
talk about style and come to a consensus.” He asks his
customers what they are having for dinner to pair up a
proper wine. About 😯 percent of his customers are from
Milton and most are repeat clients.
Mills also believes in
making the store affordable. “We have certain items that
people can afford to buy.” There are about 4OO to 5OO labels
available, many in the $1O to $15 price point. He also
offers some liquors.
Wine tastings with
samplings of cheese are offered on Fridays from 5:3O to
8:3Opm. In addition, Mills does private wine tastings and
corporate wine tastings, either in the store or elsewhere
when clients ask.
As for his philosophy on
store design? “No case stacking!”
PASSION
and FOCUS on SERVICE One
of the greatly appealing things about these stores is the
hometown, friendly feel to them. All the owners are
extremely hands-on, with some occasional hired help, but
mostly, they all work the stores themselves. As a result,
the difference in customer service is striking. At Solera
one night, Valencia took a phone call in the middle of being
interviewed for this story. She agreed to hand deliver a
bottle of champagne to a woman who just moved here. The
person on the phone was the woman’s father calling from New
York, who wanted his daughter to have a special welcome
gift.
At Esprit du Vin, Mills
interrupted an interview to help a young girl who walked
into the shop. He asked if the girl’s mother wanted the
usual, which was a loaf of fresh bread for dinner. At Brix,
one or another of the proprietors almost always opens the
door for their clients. Each store offers free wine
tastings, discounts for clients and other special
events.
All of the owners make time
for friendly, personal conversations. This is a rare trait
in today’s high-speed world, when flagging down a clerk to
help you is almost an art form. So far, slowing down a bit,
looking people in the eye, and removing all cases off the
floor (!), seems to be a working formula for these small
business owners.
