How Promotions Drive In-Store Traffic for Independent Liquor Stores

It can be challenging to run an independent liquor store nowadays, with constant pressure from large chains that you cannot realistically compete with on advertising budgets, along with delivery apps that have changed how customers shop for wine, beer, and spirits.

As a result, in-store traffic can feel harder to maintain than it used to be.

But in-store traffic is, and will always be a top priority. A customer who walks through your door is far more valuable than a faceless delivery app order, because the in-store experience and human connection are here to stay.

Promotions are one of the most reliable ways to bring more people into your store, as long as they are done intentionally and with the right tools behind them. Here’s how you can use promotions to your advantage in order to grow your business:

Limited-Time Offers 

What makes limited-time offers effective is the timing. When customers understand that a deal will expire soon, they are far more likely to stop what they are doing and make the trip into the store instead of postponing the purchase. 

Once customers are in the store, limited-time offers lead to more than the original purchase. People browse, discover something new, or add an extra item they had not planned on buying. 

In-Store Exclusives 

If everything you offer is available online or through delivery apps, there is little motivation for customers to step inside. In-store exclusives give customers a reason to visit in person.

These can be product discounts, price reductions, bundles, or events that are only available in the physical store. It can be anything from a limited allocation bottle that is not listed online, or a discount that can only be redeemed at the register. 

In-store exclusives also reinforce what sets independent liquor stores apart. Rather than competing on scale, the advantage lies in access, selection, and the in-person experience, which makes the store feel worth visiting.

Loyal Customers Spend More and Visit More Often

Not every promotion is about attracting new customers. Some of the most profitable traffic comes from people who already shop with you, which is why loyalty programs tend to be so effective.

Loyalty programs give customers a reason to return to your store instead of shopping around. Even modest rewards can have a big impact on retention when customers know they are accumulating value over time.

Just think about it: if two nearby stores carry the same bottle at roughly the same price, most people will return to the one where they know their purchases are adding up to something.

The data proves this as well. A large body of retail research shows that loyalty programs can influence behavior: for example, 58% of consumers say they shop at stores they’re loyal to at least once a month, and a 5% increase in customer retention can drive a 25–100% increase in profit. 

Repeat Customers Are More Valuable

One of the biggest advantages independent liquor stores have is their direct relationship with customers, particularly in how closely purchasing behavior can be tracked and understood.

When you know what people buy, how often they shop, and what they respond to, promotions become a lot more effective.

Personalized promotions are targeted offers based on actual behavior. These offers feel relevant instead of promotional, and customers are more likely to visit when the message aligns with their preferences rather than a generic store-wide discount.

Personalization also protects margins. Instead of discounting everything for everyone, you apply incentives where they are most likely to drive a visit. Over time, this builds stronger relationships and increases lifetime value.

Buy Online, Pick Up In-Store 

Buy online, pick up in-store campaigns are underestimated as a traffic driver. While the purchase technically starts online, the pickup brings customers into your store.

Once inside, many customers browse, ask questions, or add additional items to their order, which in turn leads to larger baskets than delivery orders.

Promoting in-store pickup with small incentives can further increase its impact. That incentive does not need to be complex or expensive; even a modest benefit tied specifically to pickup can shift how customers choose to fulfill an order. 

Reinforcing the convenience and immediacy of pickup helps make in-store fulfillment the default for customers who value speed and certainty. They know the item is reserved and ready, which reduces uncertainty and helps make your store part of their routine.

Make sure that you’re using a POS system that also provides an eCommerce platform so that you’re managing your in-store and online sales in one place. This makes it easier for you to keep inventory accurate by accepting online sales in the same system where you run in-store transactions. 

Customer Profiles 

All of these strategies become more effective when customers can be identified across visits.

Customer profiles allow stores to build context over time for customers who choose to engage, such as those enrolled in loyalty programs or placing orders online. 

For those customers, purchase history, visit frequency, and category preferences can inform more intentional promotional decisions.

How Santé POS Makes In-Store Promotions Easier

Many liquor store owners want to run better promotions but are held back by their technology.

Santé POS was built specifically to solve these problems for independent liquor stores.

Instead of stitching together multiple tools, Santé provides one unified system for in-store sales, eCommerce, payments, customer profiles, and inventory. Everything stays connected in real time.

Here’s how Santé can help:

• Promotions that work the same everywhere
  Discounts, bundles, and limited-time offers are managed in one place and apply consistently at checkout, reducing confusion for staff and customers.
  
• In-store exclusives without manual work
  Promotions can be structured to apply only in-store, making it easier to create reasons for customers to visit without relying on signage or staff memory.
  
• Loyalty programs tied directly to purchases
  Loyalty programs run inside the POS, so rewards are tracked automatically when customers identify themselves, encouraging repeat visits without manual reconciliation.
  
• Targeted incentives based on real behavior
  When customers opt in through loyalty or online orders, purchase history can be used to guide more intentional promotions instead of blanket discounts.
  
• Pickup-friendly promotions
  Promotions can be aligned with in-store pickup, reinforcing convenience while still bringing customers into the store.
  
• Less friction, more consistency
  Because promotions are not spread across multiple tools, store owners can run them more confidently and consistently without adding operational overhead.