National Liquor News February 2021

Page 56

Liquor Barons

An immersive customer experience

Chris O’Brien

Liquor Barons hopes to continue positive foot traffic trends by developing a multi-dimensional customer service style in 2021. Liquor Barons stores are coming off the

less ‘hard retail’ to more organic and free

back of 12 per cent growth in customer foot traffic, which General Manager

General Manager Liquor Barons

flowing, to tastings of new innovative like COUGAR from MAYLANDS

products, to a high level of customer

RETAIL

Chris O’Brien attributes to an integrated

service where store owners get to know

marketing campaign and the impact of the

a customer’s likes and dislikes and they

Coronavirus pandemic.

become a trusted source of advice.

Being a co-operative, Liquor Barons’

“We are changing things up within

focus is on ensuring each store continues

the West Australian liquor industry,

to be more profitable each year via

creating a more bespoke, friendly,

margin growth.

less one-dimensional style service for

As O’Brien said: “The co-op doesn’t exist

our customers.”

for itself, it exists to benefit its members,

Liquor Barons relaunched its loyalty

that is our overarching purpose so we need

program, Barons Locals, in September

to frequently evaluate and adjust according

2020, which led to an increase in

to market conditions and expectations.” Those evaluations led Liquor Barons

A bold prediction

customer numbers. O’Brien said this, in addition to updated digital marketing

to focus its 2021 around driving more

O’Brien was forthcoming with

strategies, also helped strengthen a

customers into stores on a year-round

his predictions for consumer

diverse customer base.

basis. The business believes this can be

consumption in 2021, heavily

achieved by having front line staff set the

believing in the growing beer sector.

tone for the customer experience.

“We have consciously adopted the strategy of an integrated approach which

“There is a gut feeling that

incorporates traditional channels with

premium wine groups are dead. If

digital marketing along with significant

store traffic and ultimately sales, as this

you’re planning to join a premium

investment into our point of sales system

is the primary driver to making stores

wine group in 2021 you’re 10 years

and a sophisticated digital capability,”

more profitable.

too late,” he stated.

he said.

O’Brien said the goal is to increase

“Our steadfast focus is on our

“Beer continues to change

O’Brien noted that the Western

customers and their experience with the

consumption habits as the range

Australian economy is now on an upward

brand at their local store,” he outlined.

of craft beers on offer ever

swing and said the positive outlook will

increases. The fact that the flavours

lead to further growth for Liquor Barons

capability in our industry leading

incorporated into craft beers

stores and business partnerships.

customer facing technology which will

challenge the norm is a big draw

not only allow for a greater opportunity to

card for many consumers.

“In 2021 we will roll out further

interact with our customers but assist the

“The gin category remains hip

He said: “Our wholesale relationships remain vitally important to the ongoing success of our business.

process of selection, purchase and provide

and happening as it continues to

“Through effective integration and

product information which is more

evolve. A big challenge for many

striving to achieve the most cost-effective

accessible and interactive.

gin distilleries in 2021 will be the

supply chain solution for our members

emergence of seltzers.”

there is a greater opportunity for mutual

“This change in customer experience is multifaceted from shop fitouts being 56 | National Liquor News

growth.”


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