On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry. So, we’ve launched this weekly series, Wednesday Women, where we’ll profile the stories of the inspiring women in this great and wide industry.
Today we speak with Lynette Cleland, who for 25 years has been shaping the way independent retailers connect with their customers as the Marketing Manager at Liquor Marketing Group (LMG).
When Cleland first started working at LMG both the business and the industry were a very different place. Evolving from a small, state-based operation with a team of 10 to one of Australia’s leading national independent retailers, she says one thing has never changed – “our unwavering passion to drive growth for our members”.
“Knowing that my efforts contributed to real business growth and helped independent retailers thrive made all the difference. It reinforced why I was here and why I’ve stayed – because at LMG, we are more than just a business; we are a community committed to shared success,” she told National Liquor News.
A marketing powerhouse
According to Cleland, she’s worn many hats over the years at LMG. Her journey has been marked by adaptability – the same quality that has kept her ahead of the curve in the ever-changing liquor retail landscape.
“My role as a Marketing Manager in LMG has evolved significantly, adapting to changes in consumer behaviour, technology, and the competitive landscape. In the early years, our marketing approach was largely focused on traditional channels like print advertising, in-store promotions and direct supplier relationships,” she recalls.
“The emphasis was on driving foot traffic and building brand awareness through local activations and point-of-sale materials.”
But, as she witnessed the evolution of the liquor industry and the emergence of the digital age, transformation into the digital world became a key driver of LMG’s marketing strategy, says Cleland.
“Today, being a Marketing Manager is not just about promotions – it’s about understanding consumer insights, leveraging data, and driving overall business growth in an increasingly competitive and dynamic industry,” she explains.
“While traditional marketing will always remain a core part of our business, we were early adopters embracing digital marketing from the outset. Digital channels such as social media, programmatic advertising, email marketing, and search engine optimisation added a new dimension to our marketing strategy. These days our campaigns are now more targeted, data-driven, and measurable, allowing us to reach consumers in more personalised and cost-effective ways.”
There is no doubt that consumer demand for online shopping is growing, but staying ahead is about more than digital presence, it requires retailers to embrace the omnichannel experience.
As the line between online and offline shopping continues to blur, LMG’s focus has shifted to creating a digital store solution that offers a seamless shopping experience across all touchpoints, says Cleland.
“By integrating both physical and digital touchpoints, retailers can enhance the customer experience and drive sustained business growth,” she explains.
“Being agile to quickly adapt and pivot based on the evolving preferences and behaviours of their local shopper base, allows independent liquor retailers to respond to shifts in demand, seasonal trends, and emerging consumer needs with tailored product offerings, promotions, and customer experiences. This flexibility ensures they remain relevant and competitive within their specific market, fostering stronger customer loyalty and driving sustained growth.”
Creative campaigns
Reflecting on a campaign that stands out as being especially memorable, Cleland praises the launch of XXXXmart ten years ago, when LMG partnered with Lion and XXXX to rebrand more than 500 Bottlemart stores nationwide.
Reaching audiences in a way it never had before, LMG produced its first television commercial and executed a large-scale national in-store activation.
“The campaign not only elevated our presence in the market but also reinforced our ability to deliver high-impact, innovative marketing strategies that drive results. Looking back, XXXXmart set a new benchmark for what we could achieve as a business and paved the way for even bigger and bolder brand campaigns in the years to come,” says Cleland.
“The following year we re-branded Bottlemart stores as Carltonmart and sent two lucky winners to Antarctica to enjoy a Carlton Dry.”
Lessons from a lifetime in liquor marketing
Reflecting on 25 years in liquor retail, Cleland concludes with some of the key lessons that have shaped her understanding of longevity and success in this industry:
- “This industry is built on trust and collaboration with both suppliers, retailers and consumers. Developing strong, long-lasting relationships with key partners through integrity, transparency and communication has been fundamental to driving growth and sustainability.
- “Innovation is the driving force behind business growth; from a digital store, Retail Refresh, electronic shelf labels and new product opportunities we are continuously discovering new ways to engage with consumers and streamline processes. This has been essential for maintaining competitiveness and staying relevant in the market.
- “Quality and responsible practices are essential in liquor retailing. Success isn’t just about sales volume but also fostering a responsible drinking culture that ensures trust in your brand.”