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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