Issue link: http://digital.copcomm.com/i/471637
march 2015 / the tasting panel / 59 The majority of Walgreens shoppers are already consumers of wine, so it makes sense to maintain a diverse selection in the category. wines, too. The latter presents a great opportunity to learn, because it's something you might have not heard about before." It is especially gratifying for Ojczyk, who was once mistakenly served a bottle of Cakebread Cabernet Sauvignon at a restaurant during her college years. But that experience provided her with a personal devotion to wine. Originally brought to the Walgreens team for her keen customer insights and analytics abilities, Ojczyk was approached just over a year ago to oversee wine buying. Now, she can "pair" her acumen for customer analysis with her preferred beverage. What's more, Ojczyk represents a small but intrepid infusion of influential women in the world of wine. "Although it's historically a male- dominated industry, it's also a very welcoming industry; I always feel like an equal," she says. "We, as women, are such a large part of the wine consumer segment, so our influence is important, and distributors and sup- pliers understand that their businesses perform better when they factor in this influence." Still, the bread-and-butter of what brings people into Walgreens is the ability to one-stop shop—locate everything quickly, check out in several minutes and be out the door. To keep these customers loyal, the pricing needs to be extremely competitive, while displays and merchandising initiatives must attract attention. Obviously, having a number of value- priced wines fits this strategy best. But the availability of high-end wine at Walgreens—and the novelty of finding it there—is an element that cinches customer loyalty. "We try to localize every regional store's selection, so that it's more applicable to the specific customers that are shopping these stores," Ojczyk says. "We are already convenient, and our pricing is consumer-friendly. But, you add in the surprise factor: 'Wait, Walgreens sells high-end wine?' and the conversation turns really fun when you see that baffled look on their faces. But the wine category at Walgreens is really important, because we provide every range of customer solution in a small footprint. In 12 feet of space, we have everything from a $4 bottle of wine to a $25 wine. And, there's a good chance we'll have that premium label on our top shelf, just as you'd find at a high-end wine store." Janice Ojczyk will be a participating member of the Women of the Vine Symposium, March 13–15, at The Meritage Resort and Spa in Napa, CA.