Dan Murphy’s has been ranked as a leader in customer experience excellence for the innovative omnichannel journey it provides its customers.

This is according to the 2023 KPMG Customer Experience Excellence report, which surveyed 2,583 Australian customers focusing on 92 Australian and international brands across eight sectors.

Customers were asked to evaluate their interactions with brands across six pillars of excellence including integrity, resolution, expectations, time and effort, personalisation, and empathy, with Dan Murphy’s ranking first within the grocery retail sector.

Agi Pfeiffer Smith, Managing Director, Dan Murphy’s, says the recognition showcases the liquor retailer’s commitment to elevating its customers’ shopping experience.

“Our focus is on building engagement with our five million active My Dan’s members and inspiring them to choose us every time,” she says. “With a steadfast focus on providing the best prices through our lowest price guarantee, we continue to foster innovation that sees us as firmly positioned as market leaders, setting new standards across the industry.”

KPMG’s research found customers in Australia were becoming savvier and demanding more from their brands with more personalised experiences, more value for their dollar and more seamless, omnichannel processes.

When it comes to Dan Murphy’s, it particularly highlighted the liquor retailer’s uplifts within its omnichannel experience, including the ability for customers to use the image search feature in the Dan Murphy’s app to find information about a wine, beer, or spirit, choose the right product while in store, and more easily compare prices and unlock Dan Murphy’s Lowest Liquor Price Guarantee.

Pfiffer Smith said: “Dan Murphy’s provides tangible transformative opportunities through its advanced store formats, knowledgeable team members and rich digital content giving its customers personalised interactions.

“This is enhanced through our own My Dan’s membership program, making it the most popular drinks affiliate program in the country.

“This mindset has allowed Dan Murphy’s to respond to the changing economic landscape, with an ability to focus on customers’ needs for value, while maintaining a focus on premiumisation for those looking for a heightened drinks experience.

“This approach has led to record high scores in our customer engagement metrics that has also been supported by our strong e-commerce growth and a seamless omnichannel experience.”

The results also recognised Dan Murphy’s as leaders in the grocery sector for personalisation, expectations, and integrity pillars, and placed them second place for the time and effort as well as resolution pillars.

Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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