Retail represented one of the client’s strongest profit opportunities but lacked a cohesive strategy. SKUs were under-optimized, merchandising lacked seasonal discipline, and online and in-person retail were not fully integrated into the guest journey—limiting both revenue and margin potential.
First Key partnered with the retail and leadership teams to design a comprehensive retail growth strategy. This included building a full annual retail plan, conducting SKU and margin analysis, redesigning planograms, introducing a two-season retail calendar, optimizing digital growth, and evaluating innovative retail expansion concepts. The strategy was grounded in providing the consumer an omnichannel experience with a strong alignment between taproom experience, on-line engagement, and retail purchasing increasing conversion and profitability.
First Key designed a retail roadmap that would deliver:
• Contribution margin that significantly outperforms taproom averages
• Stronger conversion from taproom guests to retail buyers, increasing per-visit spend
• New scalable retail concepts, unlocking future off-site and seasonal opportunities
