Shopper Intelligence has found Bottlemart’s catalogues to be best in class across all retail in driving customers to purchase.

Liquor Marketing Group (LMG) launched its brand platform of ‘More in Store’ for Bottlemart and Sip’n Save in September last year, which has seen increased brand awareness, consideration, and advocacy scores for Bottlemart and Sip’n Save. This has led to retailers experiencing transaction growth through the critical Christmas and New Year period.

One of the drivers of shopper engagement and converting this engagement to purchase in-store are Bottlemart’s catalogues, with Shopper Intelligence flagging that more than one-in-four purchases in Bottlemart are directly driven by shoppers seeing it in the catalogue prior to their trip.

Damien Page, LMG General Manager – Merchandise and Marketing, says that catalogues remain a critical element of LMG’s go-to-market plans.

“We know from our own data, and confirmed by Shopper Intelligence, that we win share with each of our catalogues. Importantly, this is a win for our member retailers and our suppliers who support with great products and offers to engage the shopper.

“Catalogues have evolved within Bottlemart and Sip’n Save over many years. It takes more than just product and price as the catalogue is the opportunity to engage with the shopper on experience through offers, range including new products and inspiration to trial along with great products and pricing.”

LMG’s result of 28 per cent shopper recognition of the impact of catalogues surpasses the best performing retailers in other categories, such as Chemist Warehouse (25 per cent) in Pharmacy, and IGA (17 per cent) in Grocery.

Page highlights that while the result is extraordinary, it is only one component of the go-to-market plans and retail support for LMG members.

“Catalogues and digital catalogues will be complemented with the launch of loyalty this year and continuation of leading digital marketing engagement,” he says.

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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