Pennsylvania Liquor Control Board News
PA Liquor Control Board Launches Customer-Focused Transformation with New Partnership for Wine Selection
Teaming restaurant owners, hotel managers and wine experts from across
"For too long, this organization has been about us and what we want to accomplish as an agency, and we have lost sight of what matters most — our customers," said
Stapleton spoke at the Giant Center in
Two of the private entrepreneurs to join the Wine Advisory Council —
Kohl said the private-sector members of the Wine Advisory Council will complement Liquor Control Board wine buyers by:
— Making suggestions for gaps or lost opportunities with wine selections. — Providing tasting notes for specialty wines. — Serving as advocates and brand ambassadors for the LCB. — Working with customers on sales floors and during special events at Wine & Spirits stores.
Stapleton said the Liquor Control Board's new consumer focus began a year ago when it surveyed more than 2,000 customers about their shopping experience — the first such survey in the agency's 75-year history.
"We got a real wake-up call," he said. "Less than half our customers told us they were satisfied with their shopping experience. They viewed a visit to the Wine & Spirits store as a chore and said they spent an average of only eight minutes in the store per visit, while other specialty retailers have average visits closer to half an hour. With retail customers' expectations rightfully higher than ever, that's simply not good enough. So we're going to change it, and that change starts today with the Wine Advisory Council.
"And it's just the start of the exciting and dramatic changes to come," Stapleton said.
Stapleton said the Wine Advisory Council is the first in a series of changes that will transform the shopping experience at the state's 620 Wine & Spirits stores and online.
"During the next two years, our customers will begin to experience a fresh, new and welcoming look for our stores — inside and out," Stapleton said. "We will make a new, unprecedented commitment to customer service, including more training for store staff to give them the tools they need to offer customers an outstanding shopping experience.
"In addition, the Liquor Control Board has retained Landor Associates, the international leader in brand-led business transformation, to spearhead the overhaul of our statewide store network and online store. Combined, these changes will signal a revolutionary shift in the wine and spirits shopping experience in
CONTACT:
Francesca Chapman (717) 783-8864
SOURCE Pennsylvania Liquor Control Board
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