Majestic Wine revealed on Monday that it was reducing its minimum order size to six bottles after a trial in selected stores over the past year.
Majestic Wine will retain a 12-bottle minimum for online orders.
The decision was welcomed by analysts. House broker Investec analyst Natalia Marisova said the trial had a “positive effect on transactions” and that it “had no adverse impact on Majestic’s customer service-oriented core proposition”.
Broker Altium pointed out that the roll out of the initiative should also attract new customers. Analyst David Stoddart said: “This does not simply attract lower value customers, it will also attract those who live in smaller properties and those who travel to Majestic on foot.”
Majestic will also launch an in-store initiative called Wine Uncorked in October, offering customers a free two-hour introduction to wine.