An experimental study of a change from over-the-counter to self-service sales of alcoholic beverages in monopoly outlets.

Objective: To evaluate if a change from over-the-counter to self-service sales of alcoholic beverages in monopoly outlets has an impact on the sales volume, Method: Fourteen Swedish towns were selected, each having only one state-run monopoly shop selling alcoholic beverages. Seven pairs were formed by matching towns in terms of demographic and economic criteria, and according to sales of alcoholic beverages. Within each pair, one town continued with the traditional over-the-counter sales, while the other switched to self-service sales of beer, wine and spirits. This was decided by randomization. The effect of switching to self-service was evaluated by comparing monthly sales volume of experimental and control towns over an extended period of rime. In order to evaluate changes due to transfer of customers from neighboring towns, the sales statistics in these towns were analyzed. In two towns, this transfer was also evaluated with the aid of customer surveys before and after the change. Results: It was found that the change produced an increase in sales volume of 17%. The increase was permanent. Approximately one half of the increase could be explained by an inflow of new customers from neighboring towns. Conclusions: The self-service shops became quite popular among the customers, and sales volume increased substantially. About one half of the increase appears to be due to new customers from neighboring towns. The remaining increase may be due to increased consumption by the local residents. Thus, the results seem to confirm the hypothesis that the physical availability of alcoholic beverages may affect consumption levels.