Home' National Liquor News : NLN FEB 2018 Contents 80 | FEBRUARY 2018 NATIONAL LIQUOR NEWS
RETAIL & WHOLESALE
WHAT WERE THE HIGHLIGHTS FOR
THE LIQUOR MARKETING GROUP
(LMG) IN 2017?
LMG had an extraordinary year which
provided great results and momentum. Our
brand repositioning, which is focused on our
shopper and convenience was rolled out in
early 2017 with significantly up weighted
activity which delivered above market results
and therefore more profitable members.
LMG advanced its member support
through rolling out our scan insights portal,
electronic invoicing and increasing retail
investment support. LMG provided these
services, including the scan insights portal and
electronic invoicing downloads, at no cost to
members in order to reduce their cost of doing
business and provide greater time to focus on
their retail operation.
Other highlights for the year were member
conferences undertaken in each state, where
there was great engagement from each of
the groups of members and an opportunity
to showcase our suppliers and LMG
WHAT WERE THE MAJOR
CHALLENGES LMG FACED IN 2017?
The NSW Container Deposit Scheme (CDS)
has been a major challenge for LMG and the
industry. LMG provided regular updates and
information sessions for its members, however
the biggest challenge has been the lack of
engagement and information which has been
able to be derived from the NSW Government
and their appointed operators.
WHAT ARE THE KEY STRENGTHS
LMG’s strengths are the full service model
which we provide our members and our sole
focus on supporting members’ retail businesses.
LMG’s full service model includes
comprehensive marketing support, including
more than 22 million catalogues distributed
to consumers’ homes each year, the leading
liquor retailer on social media in terms
of consumer engagement and organically
grown followers, and leading convenience
liquor retailer for consumer price perception
(as assessed by Shopper Tracker). Along
with marketing support, our retailers are
supported by data and insights through
LMG’s scan collection and member
insight portal, electronic invoicing, store
design, retail investment support and a
dedicated team of BDMs who are
passionate about assisting members to
advance their businesses.
LMG has the benefit of being a not-for-
profit member owned group which solely
focuses on our members’ retail business and
how we support them to grow their sales
and profitability. LMG has achieved above
market growth for 2017 while maintaining
sustainable margins for our members. The
ability to grow sales while maintaining value
and margin demonstrates the strength of the
LMG marketing and support programs.
WHY DID YOU DECIDE TO LAUNCH
THE CRAFT BEER PROGRAM?
The Craft Beer Program has been launched to
complement our current successful premium
programs for wine and spirits. Craft beer is
a growing segment which offers retailers the
opportunity for higher value sales at healthy
margins. There has been significant growth
in craft and we expect that this trend will be
maintained for the near future. The LMG
craft beer program provides LMG members
guidance on what is a complex segment, along
with enhanced buying opportunities and
in-store point-of-sale materials to engage and
We have seen positive growth for the
outlets which have adopted the program and
expect that this will be enhanced with greater
promotional focus on this segment which the
Craft Beer Program enables.
WHAT INNOVATIONS CAN WE
EXPECT FROM LMG IN 2018?
LMG will continue to lead the way with
programs and systems which support our
members. Premium wine and spirits programs
have been running for many years and they
continue to deliver results and premiumisation
of sales for our retailers. These will be further
refreshed and enhanced in 2018.
Consumer insights and direct marketing will
be an exciting opportunity for LMG and our
members during 2018 along with the rollout
of the Bottlemart e-commerce platform.
Bottlemart e-commerce is being trialed in
Brisbane metro and we expect that the trial
will provide great insights and results on how
this can be scaled nationally.
WHAT WILL LMG’S FOCUS BE IN
LMG’s focus in 2018 will remain the same.
Our sole focus is how we support our members
and make them more profitable retailers.
The significant momentum of 2017 will be
carried through into 2018, however this will
be enhanced by a 24 per cent increase in our
go to market plans incorporating all facets of
marketing. Our member support will continue
to be enhanced with the benefit of systems and
insights which were rolled out in 2017.
Based off the plans and platform developed,
2018 will be a strong year for LMG and
all of our members who operate under the
Bottlemart, Sip n Save and Harry Brown
GAVIN SAUNDERS, CEO
LIQUOR MARKETING GROUP
BE AN EXCITING
OPPORTUNITY FOR LMG
AND OUR MEMBERS
DURING 2018 ALONG
WITH THE ROLLOUT OF
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