Serving alcohol is a growing trend among retailers looking to create experiences that shoppers can’t get when buying online. The trend extends to boutiques, grocers, and big box stores, but Nordstrom, in particular, has leaned into this strategy. Food and drink sales make up nearly 25% of transactions for the luxury department store.
In Chicago, supermarket chain Mariano’s has become known for its $3 draft beers and $5 mimosas at 21 of its 44 stores and at one open-air mall in San Antonio, guests can sip as they shop, buying from a new kiosk that serves wine, beer, and frozen margaritas.
“We’re always looking for ways to enhance the guest experience,” says Brian Schroeder, the San Antonio property’s senior general manager. “This is one way to get people to stay longer.”
Source: Washington Post, February 2020