Technology integration and development has been a key focus for Liquor Legends over 2023, and this is expected to continue into 2024, as Liquor Legends Managing Director John Carmody told National Liquor News.

John Carmody

“We’ve invested in technology since day one. With the projects completed in 2023, and a few more in early 2024, we are in the strongest possible position to drive sales and profitability for our members.

“We have delivered even more support for our members’ businesses, having developed and integrated our new CRM program, promotional planning app and electronic shelf label application programming interface,” Carmody said.

Another recently completed technology initiative is the Legendary Auto Replenishment App (LARA), which allows for more efficient business operations around stock holdings, stock turn, forecasting and budgeting.

Customer loyalty and data gathering initiatives have been particularly successful, supported by the integration of the ‘Project Swordfish’ CRM program. As of December 2023, Liquor Legends has 840,000 loyalty members across the network.

“Our rewards and loyalty program has grown significantly, as monthly rewards member points redemptions now exceed 90 per cent,” Carmody said.

For Carmody, the use of technology across member stores is one of the biggest assets for Liquor Legends.

“Our members appreciate the hands-on support in-store and the advantages delivered through our end-to-end technology,” he said.

Due to rising cost-of-living pressures, Carmody expects to see a change in shopper frequency, and encourages the industry to be aware of changes to consumer demographics and behaviours in 2024.

Liquor Legends has already noticed changes in purchasing behaviours, such as a reduction in purchases of 1L spirits bottles in favour of 700ml options. Additionally, with a promising increase in beer consumption, Liquor Legends is re-segmenting its beer category, anticipating a growing interest in the easy drinking segment.

Carmody expressed Liquor Legends’ desire to support banner members to succeed amid these difficult economic conditions.

“We see the opportunity to support even more businesses in the current economic environment,” he said.

International adventures

Liquor Legends held its international conference in Italy last year, which saw a record attendance of 155 members, suppliers, and staff. At the conference, the group presented strong performance, Advantage Survey success, exciting transformative digital marketing plans and technical retail advancements with electronic shelf labels.

“The idyllic locations of Milan, Lake Como, Florence and Rome served as a fitting backdrop for our supplier partners and members to secure invaluable time together for introductions, topical discussion, information sharing and ultimately, solidifying business relationships. Liquor Legends values the relationships formed on this trip and has no doubt they will contribute to the future success of the group,” Carmody said.

This article originally appeared in the 2024 Leaders Forum issue of National Liquor News.

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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