Where price, service, and selection are above all else.
Customers know Canal’s Discount Liquor Mart in Glassboro and Hamilton for their low prices, knowledgeable staff, and extensive selection of domestic, import, and craft beers. Mike Rockower, owner, and his faithful pooch, Dock, can be found in the stores helping shoppers with a smile. Heady Times recently sat down with Mike to talk shop and discuss his stores.
Heady Times (HT): How did you get into the business?
Mike Rockower (MR): My father, Gene, had been in the business for over 40 years, starting back in the 70s. In the mid-90s, we bought Monster Beverage in Glassboro. We decided to join the Canal’s family, and Monster Beverage became Canal’s, in addition to our location in Hamilton.
HT: Customers have a lot of choices when it comes to retail liquor stores. How do you make sure that they shop at your Canal’s locations?
MR: We operate on three core values: service, selection, and savings. Service is key. If the people on the floor aren’t friendly, customers won’t come back, regardless of the selection or price. I check reviews online and constantly look for different ways to improve our service to bring new customers in and keep the customers we have. We also carry a wide variety of products and post our current selections on our websites as well as Beermenus.com so customers know they can find what they are looking for when they get to our stores. We also rely on our salespeople from Kramer Beverage to ensure that we are getting the best deal on all products so we can pass those savings on to the consumers. We also do a lot of promotion.
HT: How do you promote your businesses to customers?
MR: Social media, email marketing, and direct mail have been the most effective for our businesses. It is a big part of how we communicate with our customers. We also offer coupons and have sports tickets giveaways, which also do well for us. Facebook advertising has been great for us. We can specifically target people who like certain beer brands or styles within a five or ten mile radius of the store.
HT: How do you decide on which products you feature in your advertising?
MR: We like to align with the deals from breweries and wholesalers. We then pass the savings on to the consumer and then advertise those as the best price in town. Low pricing on MillerCoors products consistently drives foot traffic into the store. Seasonals are also important; we let customers know when the new spring or summer beers that they have been waiting for are in the store. We have a great craft beer selection, so we like to make sure customers know that they can find what they are looking for at our Canal’s locations in Glassboro and Hamilton.
HT: What do you think the next big trend is for 2018?
MR: Hard seltzers were a huge hit this summer. It started with one brand, and now there are more than 10. You really never know what the next customer favorite will be, but you can be sure that you will find it at Canal’s in Glassboro and Hamilton.