By Shane T Williams
LMG Western Australian members have experienced growth in the last quarter in what might be a sign of green shoots in the WA economy.
While it’s still early days LMG National Marketing Manager Damian page said “the trend is your friend” and that the last quarter showed a turnaround from previous quarters of falling or flat revenue.
To help members continue that growth, LMG Wine Category head Matt McEvoy addressed delegates at the business sessions saying “wine is a real focus for the group”. He said: “We aim to increase the share of wine sales in our business by making our brands an easy and credible choice for wine shoppers.
“Stores that have the full wine program in place are growing wine faster than any other category, and the average basket size, when wines are included in the sale, increases by 80 per cent.”
He added: “By increasing the number of wine shoppers, we also maximise member profitability.”
McEvoy called on WA members to get behind the wine programs saying that on a national level the program has delivered a 39 per cent increase in wine sales with seven per cent growth in wines above $15.
Rolling out in September there will be a ‘Wine of the Week’ program which will showcase wines in a special display cabinet. These display units have been designed especially for the premium wine program and promotions will be amplified by social media.
McEvoy said that “all wines in the program are based around what consumers want”. Wines styles are chosen based on data coming out of stores then discussions are had with suppliers to best meet the opportunity. He said: “Wines in the program are not supplier or head office driven but based on what consumers are buying in store.”