Endeavour Group has announced an innovative addition to the Dan Murphy’s app, offering an image search feature for the first time.

Developed by Endeavour Group’s digital arm, endeavourX, the feature uses machine learning to identify over 25,000 drinks labels, allowing consumers to search with images rather than needing to remember a product name or spelling.

endeavourX Director, Claire Smith, said: “This is a great and simple way for customers to find more information about a wine, beer or spirit they are enjoying at a restaurant or dinner party, and to see if it is available in their local Dan Murphy’s.

“We are looking for ways in which we can use technology and innovation to continue to enhance the customer experience in our physical stores. The image search feature is a big step towards creating that seamless omni-channel discovery experience, helping customers browse and choose the right product while in store.”

The creation of the image search feature was driven by a need to exceed customer expectations and has been in development by endeavourX for roughly six months. A beta version was shared to Dan Murphy’s team members in August so the function could be tested and fine-tuned.

“We did extensive customer research in-store earlier this year and one of the key findings was that customers are met with an abundance of options and decisions in-store, they find it difficult to discover, compare and choose what is best for them. The image search feature enables the customer to self-serve and access additional information and narrow down the options helping them make a selection,” Smith said.

“We’re focused on improving the experiences of customers across their omni-channel journeys, and providing easier ways to shop as our customers’ lives evolve.

“We are making significant investments in cutting-edge technology like machine learning, augmented reality and VR experiences, with a vision to enhance customers’ bricks and mortar experience with technology to create a harmonised, immersive omni-channel experience.”

This digital technology upgrade comes after Dan Murphy’s last week announced significant investment in other technology in the in-store environment. More than 10 per cent of the fleet now uses electronic shelf labels (ESLs) in its stores, enabling quick price changes to facilitate the brand’s ‘Lowest Liquor Price Guarantee’.

Agi Pfeiffer-Smith, Dan Murphy’s Managing Director, said: “An average store lowers hundreds of prices every week, and changing those price tickets can be quite time consuming, but thanks to ESL, the price beats happen immediately.”

The image search functionality is available in the Dan Murphy’s app through both Apple and Google Play, and will also be rolled out to the BWS app in the first half of 2023.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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