In the 2023 National Liquor News Industry Leaders Forum, Liquor Marketing Group details how its focus on loyalty, brand marketing and social/digital has ensured another year of market sales growth and the expansion of its network.
Winning new customers was the key to Liquor Marketing Group’s (LMG) success in 2022, and this was achieved through store enhancements, and a strong focus on e-commerce and digital marketing campaigns.
LMG’s CY2022 growth of +8.1 per cent took its three-year rolling growth to more than 40 per cent, an outstanding result for its independent retailers. This performance allowed LMG to enhance 125 venues with a retail refresh as well as welcome 81 new member venues.
Gavin Saunders, CEO of LMG, said while 2022 was “extremely positive” for the group, it’s even more impressive considering it is the third consecutive year of growth. And there are no signs of that momentum slowing in 2023.
“Our focus for 2022 was to keep harnessing and building on the momentum we’ve created over the past three years. It’s fantastic to see this realised with continued sales growth ahead of market and the expansion of our network and services to LMG members,” Saunders says.
In 2022, LMG extended its digital platforms and data with an enhanced online presence and e-commerce apps to continue to drive online sales to its stores. LMG’s acquisition of established data and loyalty company, Zen Global, will allow for further enhancement of its data insights and targeted marketing into the future.
New Bottlemart and SipnSave apps were launched in November, with a new rollout of Harry Brown and Thirsty Camel WA platforms to follow in 2023.
The new apps and online store provide much more engaging content and the ability to be more dynamic with the online stores in tailoring the experience to the season, event, promotion and individual.
As Saunders explains: “We were able to leverage our leading social and digital platforms to market the growing ready to drink (RTD) category to younger consumers and promote new products in more engaging ways.
“New product development remains critical to driving RTD and meeting the demands of our younger consumer base. And indeed, RTD significantly outperformed all other categories again in 2022.”
LMG’s focus for 2023 will remain the same: continuing to support its members to enhance their operations in-store, online and through marketing and promotion, and to retain and win more customers to grow sales and profitability.
LMG’s ability to deliver this in 2023 is enhanced by an extended team as well as investments made and platforms developed over the past few years, including in-store fit outs, e-commerce, social and digital marketing, and loyalty and insights.
Saunders concludes: “LMG has enjoyed the opportunity to expand our team as our services to members and market reach has expanded. Recruiting strong expertise in the areas of Category Management, with the appointment of Jeremy Turnham (Head of Category), and Marketing, through the appointment of Ben Slocombe (Head of Marketing), has enhanced the resource and focus in these areas which allows us to move faster.
“Key areas of focus and growth in the coming year will be loyalty, brand marketing and social/digital. The expanded team will greatly assist with the delivery of these key initiatives.”
Harry Brown takes off
LMG’s Harry Brown banner has enjoyed a year of strong expansion, almost doubling in volume in the past year. Harry Brown offers independent members a dedicated big box option, which has its own promotional program and go to market plans.
Saunders said the impact on new venues who have joined the Harry Brown banner in the past year is a testament to this model and its dedicated marketing program.
Article written by Deb Jackson.