Liquor Legends has reached an impressive milestone with one million registered members in its REWARDS program.
This achievement highlights the company’s dedication to building customer loyalty and solidifies its position as a leading force in the Australian liquor retail industry.
In an interview with Vaughan Peters, National Trade & Marketing Manager at Liquor Legends, we explore what this milestone means for the business and how it reflects the company’s broader loyalty strategy.
A strong focus on customer loyalty
Peters emphasised that the success of the REWARDS program can be attributed to the ongoing efforts of Liquor Legends’ retailers.
“Reaching one million registered REWARDS members is a testament to the constant attention from our retail members and their staff. Recruitment is key and the customer-facing staff have done a great job encouraging sign-ups and sharing the benefits of the program to would-be members,” he said.
“REWARDS carries its own strategic focus within our business, and the future is all about acknowledging and nurturing customer loyalty.”
Growth and evolution of the REWARDS program
Over the past year, Liquor Legends has seen remarkable growth in its REWARDS program, with a 20 per cent increase in new member recruitment. Alongside the growth in membership, the business has also observed changes in customer behaviour, particularly around spending patterns, frequency of visits, and redemption of REWARDS points.
As Peters explained, “The evolution of the program involves smarter, faster, more agile strategies through absolute personalisation. We see the value of loyalty, with all the key metrics continuing to outperform general transactions.”
As for the future, Liquor Legends plans to continue enhancing the program’s offerings.
“We are seeing increased confidence in REWARDS points redemptions, with a peak at 92 per cent over the last 12 months. As confidence settles, we’re averaging 75 per cent redemption in the last quarter. This is just the beginning, and we’re focused on delivering even more personalised experiences to our members,” says Peters.
Impact on sales and business performance
The REWARDS program is playing a crucial role in driving business performance at Liquor Legends. Peters shared that the company’s primary objective is to deliver gross profit (GP) back to its retail members, and the REWARDS program has been instrumental in achieving this goal.
“REWARDS plays a massive part in this,” he said. “The key metrics – members GP, members transactions, members average transactions – are all showing double-digit percentage increases on last year,” he says.
Currently, Liquor Legends’ REWARDS members account for 48 per cent of total sales, with some retail members seeing this figure rise to more than 70 per cent.
“This is not taken for granted. The customer lifecycle plan ensures we interact at any given point,” Peters explained. “We celebrate milestones, consider future purchases, and offer reminders of points value – everything is designed to create direct engagement and strengthen relationships.”
Unlocking insights through REWARDS data
The success of the REWARDS program goes beyond just increasing sales – it’s providing invaluable insights that help shape the company’s broader business strategy.
“Our trading partners realise the power of the audience they have access to, which reshapes the opportunities for route-to-market strategies,” Peters said. “Having the ability to tailor offers that complement the foundations of our program, and that is clearly measurable, is invaluable.”
These insights are not only driving sales but also informing product offerings and brand activations. With the data gathered through the REWARDS program, Liquor Legends is able to optimise its partnerships and create more meaningful experiences for its members.
Leveraging customer relationships for growth
Looking ahead, Peters outlined the importance of personalisation in strengthening customer relationships and driving future growth. “Personalised experiences” are at the core of the company’s strategy, and Peters believes this approach is essential to long-term loyalty.
“Successful retailers have always known the value of customer lifecycle recognition,” he said. “We all like to hear our name or feel appreciated for our custom. It’s reassuring that you’ve made the right choice.”
With the achievement of one million registered REWARDS members, Liquor Legends has already made great strides in personalising the shopping experience for its customers. Now, the challenge is to nurture that trust and continue to invite more shoppers to experience the same level of personalised attention.
The one million milestone marks an exciting chapter in Liquor Legends’ journey, but it’s clear that the business is just getting started. With a focus on personalisation, customer loyalty, and data-driven insights, the company is poised for continued success in the coming years.
The journey towards one million REWARDS members is a significant achievement, but as Peters pointed out, the work doesn’t stop here.
“The challenge is to nurture and build on that trust, and continually invite more shoppers in to experience the same,” he said.
With a strong foundation in place, Liquor Legends is well-positioned to lead the way in customer loyalty within the Australian liquor retail sector.