Home' National Liquor News : NLN JUNE 2016 Contents BANNER GROUPS
NATIONAL LIQUOR NEWS JUNE 2016 | 35
WHAT SETS YOUR
BANNER GROUP APART?
"Focusing on the in-store experience, and
putting the shopper at the heart of every
decision we make, ensures that we can offer our
customers the products they want and ultimately
makes the shopping mission relatively simple
and enjoyable," Scott Marshall, IBA.
"Without a doubt it's our rewards program
and systems support. We are all trading in an
environment that is evolving rapidly away from
the traditional 'product and price' marketing. If
retailers have not considered their position for
the future, they are way behind," John Carmody,
"Bucks Off is predominantly skewed towards
consumers that look for consistency and
ongoing value in product range that can
be identified and purchased for those that
appreciate quick and easy service and reliability
with the ongoing support of our major suppliers
we are able to offer great deals on known brands
while still offering great value for consumer
money," Peter Madigan, Bucks Off.
"A focus on innovation, as seen by our
irreverent marketing campaigns that connect
with consumers outside the product and
price conversation, ongoing investment in
technology innovation including Thirty Online
retail e-commerce platform, and our active and
highly successful Hump Club loyalty program,
all further contribute to the strength of the
business," Leah Grinter, Thirsty Camel.
"Liquor Barons has become a leader in
innovation in the liquor industry at both a range
level and at a total customer experience level.
This will continue to be a key platform of our
growth strategy in the future," Chris O'Brien,
"The major difference for us is the fact that
we're a cooperative and all of our members,
including our banner group operators actually
own our business. One of the strengths that we
believe we offer is our presence in the trade.
We have a high presence with our business
development managers, and also a high
presence with the executive team. It's all about
the members having a high profile and we think
that's a bit different to our competitors," Peter
"We are flexible in our promotions, we don't
follow a single bottle at a single price, we have
promotions that try and drive larger sales and
we do play in the above $10 and premium
categories," Giuseppe Minissale, Porter's.
As retail moves deeper into the e-commerce era
it's up to the heads of Australia's banner groups
to come up with new and innovative ways to
best deliver returns from the use of online.
One banner group that is using both social
media and its online store in innovative ways
is Thirsty Camel. Earlier this year as an April
Fools' joke, the group took to YouTube to
announce it would be offering a world first
-- delivery by camel in selected areas. Thirsty
Camel marketing director, Leah Grinter
said at the time, "The liquor retail space is
a competitive one, so we were looking for
a point of difference, something that would
resonate with consumers and really bring the
brand to life".
And while camels probably aren't the
best means of alcohol delivery, offering a
delivery service or a click-and-collect option is
something a lot of liquor retailers are getting
on board with at the moment.
"Our innovative Thirsty Online retail
platform, launched in late 2015, allows shoppers
to conveniently click-and-collect from their
nominated Thirsty Camel Bottleshop or have
their purchase delivered directly to their door
within hours of placing an order. The platform
is unique to the independent channel, allowing
retailers to set their own pricing and product
ranges, delivering true independence under the
power of a strong consumer brand. Early results
including sales trends, search results and website
traffic have been promising and we expect this
area of the liquor retail sales to continue to grow
in future years," said Grinter.
As consumers become more comfortable
with shopping online, it would seem that the
opportunity is being dominated by the big
chains, so creating an independent solution,
such as Thirsty Camel's Thirsty Online, is
becoming imperative for liquor retailers.
Chris O'Brien, the general manager of
Western Australia's Liquor Barons agrees,
saying that having a focus on growing the
company's digital and e-commerce capability
is going to be one way of contributing to
its growth, as it faces the challenges of
competing with an increasing number of chain
"The growth in online sales is a continuing
trend and something that all retailers are
going to have to factor into their modelling
and approach to reach the customer. We will
focus on growing our digital and e-commerce
capability. We believe the efficiencies and
growth potential in this area will contribute to
our margin and revenue growth," said O'Brien.
"LIQUOR BARONS HAS BECOME A LEADER IN INNOVATION
IN THE LIQUOR INDUSTRY AT BOTH A RANGE LEVEL AND AT A
TOTAL CUSTOMER EXPERIENCE LEVEL. THIS WILL CONTINUE
TO BE A KEY PLATFORM OF OUR GROWTH STRATEGY IN THE
FUTURE," CHRIS O'BRIEN, LIQUOR BARONS.
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