Top Tip

21 March, 2008

My customers love hearing about their purchase histories. They'll frequently pop in and ask what they bought last Easter, or in a particular month as a birthday present for a wine-loving friend. I try to keep a database of all my regular customers and what they buy. It means I can send out specific offers to

people I know will be genuinely interested and tailor my marketing around different types of customers - like the big spenders, the traditionalists

or the bargain hunters . It's sometimes hard work to keep the list up  to  date, but it is really worth it when it leads to extra sales.

Jason Greene,

The Wine Store, Loudwater, Bucks

Send your Top Tip for getting on in the business and you could bag yourself a bottle of bubbly.

Email laura.clark@william-reed.co.uk or phone 01293 610225




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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