By Kristin Patrick, Co-Founder of Orangily
I recently participated in a bookstore crawl. You read that right!
Indianapolis has entered its bookstore era. Indiana Humanities, Indianapolis Arts Council, and bookstore owners organized this second annual event. Participants could collect up to 27 stamps over four days, each representing a stop at an independent bookstore within the greater Indianapolis area.
These shops are still thriving, even despite the looming presence of Amazon and large book sections in big box stores. In many ways, we can see how the bookselling world parallels the non-alcoholic beverage industry.
With the recent opening of our third brick-and-mortar location, I remain optimistic about the future for independent retailers specializing in alcohol-free drinks. Our team mantra at Orangily is “surprise and delight.” We work hard to create irresistible in-store experiences. Here are three ways we aim to be extraordinary:
1. Samples
Drømme Calm and Kava Haven are two of our top-selling products weekly. How do we sell so much, especially at $39 and $45 a bottle? One way is by consistently offering samples of each.
We love to surprise and delight with cans from our cold fridge, too:
- “You drove 50 miles to see us? Here’s an Athletic Run Wild IPA.”
- “Celebrating one year alcohol-free? Here’s a Busty Lush Lavender Margarita.”
- “It’s your birthday? Let me grab you something to sip while you shop.”
Focusing our marketing efforts on earned media has allowed us the budget flexibility to be generous in handing out these samples to happy customers.
2. Customer Requests
Low minimum order quantities with brand partners have worked in our favor. We’ve been able to test consumer response to many brands without a significant financial risk. Also, low MOQs allow us to honor more requests.
Team red Parch instead of the green? The blue Kin instead of the pink? You got it!
Winter is cold here in Indiana, and our customers love to travel. They often tell us about drinks they enjoyed while on vacation or away on business and want to buy through us. We order immediately following the request and then set up a stock notification using the Stoq tool in Shopify to alert them when their request arrives.
And yes, we stock big-name brands, too. For many, the ability to walk in and grab a four- or six-pack in under a minute is an unmatched convenience.
3. Bright Paper Packages
After opening our first location in August 2022, we struggled to find a sturdy, sustainable shopping bag solution. Considering our high average order value, our answer has been to recycle cardboard boxes and add colorful tissue paper, which we order in bulk through Nashville Wraps.
Our customers absolutely love it. They are happy to avoid collecting another bag; the tissue makes them smile. We often hear, “You don’t get this at the liquor store.”
The Key to it All: The Human Touch
Both bookselling and non-alcoholic beverage retail experiences benefit from human guidance, warm hellos, and an elegant atmosphere. These elements are part of our business model and the essence of our customer service.
Instead of matching books, we strive to match the right beverage with the right customer at the right time, making each visit a personalized and memorable experience.
About the Author
Kristin Patrick is the Co-Founder of Orangily, a women-owned beverage distribution company with three retail shops in Central Indiana. She and Co-Founder Andrea Simpson frequently collaborate with independent bookstores in Central Indiana. They annually sponsor their public library foundation’s signature fundraising events.
