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EXPERIENCE THE FAMILY
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OVERSEAS EDUCATIONAL STUDY TOURS
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Premiumisation is a trend that everyone in the
industry is aware of, but this is about more
than just upgrading drinks. Offering a premium
retail experience is also crucial now and banner
groups are increasingly doing more to bring
theatre into their stores and making sure that
retailing is about more than just price.
At ILR, Leeson says that the group has
focused on the local aspect of retailing and
engaging with the community.
“Our stance for our members has always
been that it’s your store and they need to tailor
their offering to suit their local demographic.
We have created different banners that offer
different marketing plans. These different
offers are there to suit the different types of
independent retailers and ensure we have a
marketing plan to suit.
“With our Local Liquor brand we very much
focus on being ‘the local’ bottle shop and a local
in that community. How the local independent
retailer contributes to that town much more
than just selling alcohol. We also feature local
members in our catalogues and highlight what
they like about their town or community.
“This has been a very successful campaign
that will continue to be a focus as we
understand how the shopper wants authenticity
and trust in brands they choose.”
Pritchard agrees that the ‘localisation’ of
stores has helped IBA with being able to help
its members stand apart.
“IBA are committed to supporting our
members with a breadth of marketing tools and
retail programs, designed to suit to each banner
group. We manage our range and promotional
activity to strike a balance between market
leading ‘national’ brands, and a strong
representation of ‘local favourites’.
“This helps IBA members differentiate
their offer, and it strengthens the personal
connection with their customers.”
In the same way that Esposito has said
that ILG is understanding more about the
convenience pattern of consumers, Lloyd says
that aspect of shopper behaviour is something
that Thirsty Camel is looking at for its members.
“One of the main strategic goals for Thirsty
Camel is shoppers choosing our bottle shops for
all convenience occasions. This has presented a
key opportunity for our retailers to differentiate
from their competitors on elements other than
price, as we position ourselves as the leading
convenience and occasion-based retailer.
“To bring this strategy to life, and ensure
we deliver on increasing complex shopper
expectations we have embarked on a ‘Perfect
Store’ project, partnering with key suppliers
and retailers, which aims to define and enhance
the shopper experience in-store. Key elements
of the project include maximising shopper flow,
identifying shopping barriers and delivering
purchase solutions to drive basket size, spend
and frequency and increase customer advocacy.
“This project, coupled with our extensive
customer segmentation research, ensures
we truly understand our target customer,
and importantly their shopping wants and
needs. In turn we aim to deliver a stronger
connection between the shopper experience
and in-store performance, alleviating the price
commoditisation of the retail category by
forming stronger emotional connections with
Over at Porter’s, Minissale says that the group
is looking at its current offering, its in-store
design and what it can do to make stores more
engaging and appealing to its customers. He also
has an elementary view on in-store theatre.
“Your shop in itself is theatre,” he says,
adding, “Porter’s is about to employ a company
to have a total look at its internal look and feel.
We are really trying to create a female-friendly
environment for our stores and to get away
from the traditional look and feel of normal
“Once we’ve been through that and we’ve
done that assessment we’ll be in a much better
position with our store theatre. But at the end
of the day, if your store still looks the same as it
did in 1985, then you are losing.”
In terms of price competition, Esposito adds
that the state of Australia’s retail landscape has
forced a change that will be the same for many
“We need to ensure our stores are convenient
in every aspect, from appearance to range
to the way we deliver our promotions. Store
personality is very important, as this is
what entices shoppers in the first instance.
“We cannot compete with the scale of the
supermarkets when it comes to price, our
strategy moving forward is about being
different and better.”
“AT THE END OF THE DAY, IF YOUR
STORE STILL LOOKS THE
SAME AS IT DID IN 1985,
THEN YOU ARE LOSING,”
GIUSEPPE MINISSALE, GM PORTER’S.
IBA offers bespoke marketing
tools to each banner group.
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