Home' National Liquor News : NLN MAY 2018 Contents 30 | MAY 2018 NATIONAL LIQUOR NEWS
LOYALTY | GROWTH
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liquid stock control
Occasion-based retailing is not a new concept,
but it is an increasingly important one, and as
such it is one that retailers, and banner groups
are starting to think differently about.
For O’Brien, this concept is one that helps
Liquor Barons show what it can do best to
help its members make the most of their own
“Occasion-based retailing is where we really
get to show the benefits of a varied ownership-
base. One of the things we feel really strongly
about is experiential spaces in-store. We run
specialist catalogues and marketing initiatives
that play to the strengths of our members such as
the seasonal On The Vine premium wine buying
guide, a Premium Whiskey annual feature with
The West, and we heavily support Ray Jordan’s
Top 100 with in-store and online activity.
“We don’t force square pegs into round
holes – if you have a specialty, we view that as
strength and we do what we can to support it.”
In terms of looking beyond standard
occasions like Christmas, Easter and ‘parental’
days, Minissale said that the team at Porter’s
are looking at ways to bring occasion-based
retailing into everyday shopping.
“We are focusing on category at the
moment. We are applying category plays to
occasions. We are trying to create a point of
difference of value adding against products.
“To give you a bit of a weird example, we are
looking at the possibility of applying fish sauce
to VB stubbies, which will appeal to a certain
consumer base. That will be around cooking
and around occasion. The number one product
used by Vietnamese families is fish sauce, the
number one beer they drink is VB, so we are
looking at tying free fish sauce with VB.
“It doesn’t impact on price, but it does
impact on occasions; this is instant, this
At Liquor Legends, Peters says the group
is also looking at the influence of category on
occasion-based retailing and what they can do
to make the most of this trend.
“This occasion-based retailing is very topical
and we are trialling a couple of concepts at the
moment. About 80 outlets have implemented
specific cocktail bays in-store with a selection of
popular occasion-based drinks with supporting
POS displaying an easy 1-2 -3 step message.
“Another focus for us is category/segment
layout in-store, reconfiguring the traditional
planogram to entice greater thought for the
shopper, particularly around the beer category.”
At ILG, Esposito says the group understands
that this is not a new trend, but there are new
ways that they can help their members to make
the most of the concept.
“Occasion based retailing has been in
practice for years and we have themed our
advertising and point of sale to promote these
occasions,” he said. “However, with the help
of social media, we can communicate new
occasions such as International Beer and
Scotch Days, Greek Easter and Chinese New
Year. Occasion-based retailing supported with
gifting opportunities have been a successful
strategy to drive foot traffic and increase
And while it is not a new concept, it’s one
that is very important to Saunders and LMG,
with the CEO saying that the group tailors plans
around the principal of occasion-based retailing.
“Meeting the shopper mission or occasion-
based retailing is a key focus. Shopper insights
on the reason for shopping led to the recent
adoption of the ‘Start At’ campaign for
Bottlemart and Sip’n Save. ‘Start at’ allows
our marketing program to be tailored for the
specific occasions which are occurring at any
given time of the year (e.g. Start your holidays
And while there can be a focus on
alternative gifting occasions, Lloyd makes the
point that there are huge benefits to getting the
obvious ones right.
“Through our recently undertaken customer
segmentation research we identified that our
key shopper segments over index in liquor
gifting. We have used this insight to ensure our
retailers are making the most of every gifting
occasion with in-store POS and promotional
offers. For example, on Father’s Day, we
partnered with a key supplier to offer an
incremental grab and go gifting opportunity
across the group and sold more than two
months’ stock in one weekend.”
“THE ABILITY TO TRY, ASSESS
AND RESET IS A KEY ATTRIBUTE
OF THE GROUP,” VAUGHAN
PETERS, NATIONAL TRADE
MANAGER, LIQUOR LEGENDS
Thirsty Camel identifies key shopper
segments over-index in gifting
LMG tailors plans around
Liquor Legends is trialling different
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