Blog
Total Wine & More: A toast to their success
August 13, 2012 by Annamaria Turano — Executive Director, MCAworks
Total Wine & More is truly "America's Wine Superstore." Currently operating 80 superstores across 13 states, Total Wine is driven to maintain its leadership as the country's largest independent retailer of fine wine. In a recent interview, co-owner Robert Trone attributes their success to "unbelievable selection ... Costco prices ... and knowledgeable staff."
Total Wine's commitment to superior selection, pricing, and knowledge was demonstrated in a recent shopping trip to a Tampa-area Total Wine superstore. Like any superstore, one can quickly be overwhelmed by the vast size and selection when entering the store. However, employees are in abundance... and willing to enlighten customers in a friendly, down-to-earth manner. According to Total Wine, by the time they hit the sales floor, employees have received 150 hours of training on what goes into making wine, beer and spirits and where the best come from. Some employees also attend one- to two-week training sessions in California's or Europe's key wine regions for additional training.
Eager to enlighten us, one employee quickly walked us through a few aisles of the store as she made savvy recommendations which clearly demonstrated that she had our price points, consumption occasions (with friends and family on the beach), and preferences (white, rosé) in mind. Every single bottle she described and recommended went into our shopping cart. As Trone stated, "we believe if the customer knows more about the product, it's going to enhance their enjoyment and increase the likelihood of them buying it from us."
Poised to exceed annual sales of $1 billion, Total Wine is likely making its competitors (e.g., BevMo! and Costco) more than a little nervous by continuing to delight customers with its array of brands, value-oriented prices, and satisfying customer experience.
