As I See It...

Be more than a Liquor Store to your Community!!

I believe the best compliment I ever received from a customer was just shortly after a new "very large" competitor had opened in close proximity to one of our locations. A regular customer opened up and stated that he had gone to check it out. His next words made me realize that we had made an impact on him. He said that the "Big Box" liquor store was in his words a store that sold liquor. He said Lakeville Liquors was a full service liquor store that also gives back to the community.

This was two years ago, and it still makes me think about how we perform today. It is important that in whatever form it is, we as liquor store managers and staff need to be involved in the community far more than just accepting cash at the register.

In April, we worked with a distributor who provided cardboard helmets that we could seek a $1 donation for. The customer then placed their name on the helmet and we displayed them throughout the store. This event lasted a month and we raised more than $5,000 for our City Fire Department.

We've also done similar events with the Miracle Field Network, Yellow Ribbon Group and of course the Annual MMBA Food Drive.

All of these contribute to your recognition as a community participant and do not have costs involved to conduct, other than some labor and a little brainwork.

I understand all cities are different. Some cities will not allow the liquor operation to participate in fundraising activities in this manner. If you can't, find other ways to reach out and become a community partner. Network with other retailers, cross merchandise with the local meat market, host a wine tasting event at a local restaurant, or even join a local civic organization or board.

In order for the community to invest into your business, you as a manager must invest into the community!

Brenda Visnovec

Lakeville Liquor

POSITION DESCRIPTION

CITY OF LAKEVILLE JOB OPENING

POSITION TITLE:    Store Manager

DEPARTMENT:         Liquor Operations

ACCOUNTABLE TO:   Liquor Operations Director

PRIMARY OBJECTIVE OF THE POSITION: Responsible for the strict control and maintenance of the sale of alcohol beverages, supervision of staff, and general business operation for a designated store location.

MAJOR AREAS OF ACCOUNTABILITY:

Sales and Marketing:

* Oversee the legal sales of alcohol beverages while ensuring proper cash handling and inventory accuracy. Manage problem situations such as attempted purchase of product by minors, potential shoplifting and sales to intoxicated people.

* Assist in the preparation and implementation of all promotional and marketing opportunities and events. Take responsibility for product placements, case displays, shelf and cooler resets according to the operation's needs and organizational goals.

* Responsible for product ordering and inventory levels for your location. Review wholesale programs in order to maximize gross profits.

* Participate in all management and employee meetings. Assist by providing agenda items and presenting and or coordinating trainings for meetings.

Store Operations:

* Maintain a complete and thorough knowledge of the store inventory and of the point of sale software.

• Coordinate and conduct all perpetual inventories.
• Review all discrepancies and submit final variance to the Liquor Operations Director.
• Coordinate and create inter-store transfers according to standards.

* Maintain proper store opening, closing and security procedures.

* Assist Liquor Operations Director in controlling expenses while maintaining an acceptable profit margin. This will include conducting product price surveys of surrounding area liquor operations as directed.

* Monitor and communicate all repairs of maintenance needs for building and grounds to the Liquor Operations Director.

Supervision:

* Provide supervision, technical assistance, and training to liquor sales staff. Stress the legal obligations and responsibilities involved in the selling of alcohol beverages.

* Participate in the recruitment of employees and compose and conduct all employee reviews for staff within your location.

* Train all staff in proper customer relations skills, sales techniques, product knowledge and all established policies and procedures.

* Conduct alcohol server training as well as proper back support and lifting techniques for new employees within 30 days of employment and also annually.

* Ensure that all promotional and incentive ideas for monthly flyers, super specials and special events are communicated to employees.

RELATIONSHIPS AND CONTACTS:

The Store Manager:

* Is under the immediate general and technical supervision of the Liquor Operations Director and is expected to confer regularly with the Director on works in progress.

* Maintains good public relations with customers. Ensures all customer requests and complaints are responded to in a professional manner.

* Communicates and works effectively with other Store Managers, liquor staff members, and personnel from all City departments.

MINIMUM QUALIFICATIONS:

• A.A. Degree or higher in marketing or related field, or equivalent combination of education and experience.  
• Minimum of eight years practical experience and knowledge in retail operations.
• Excellent liquor, beer and wine product knowledge.
• Must be available to work a schedule which includes a variety of days, evenings, weekends and holidays.
• Must possess a valid Minnesota driver's license.
• Will be required to lift up to 45 pounds.
• Knowledge and experience with Microsoft Office software and point of sale software.
• Demonstrated ability to supervise, direct, motivate and train employees.

Beverage Alcohol Training