Liquor Marketing Group (LMG) has officially completed the national rollout of its More Rewards loyalty program, with New South Wales representing the final stage to go live.
As of yesterday, with Bottlemart stores in New South Wales now on board, the completion of the rollout represents a significant strategic milestone for LMG, positioning the group and its members for long-term, data-led growth.
Speaking to National Liquor News for the Banner Groups feature in the June-July edition of the magazine, LMG CEO Gavin Saunders said he is excited about the results to date and completion of the national platform.
“Our loyalty programs are designed to give our members a competitive advantage – enabling LMG to better target, reward, and build lasting relationships with our shoppers.”
Powered by Zen Global, which was acquired by LMG in 2022, LMG has been able to unlock real-time POS integrations, transaction data analytics, valuable shopper data and deep behavioural insights, allowing for tailored offers, targeted campaigns and measurable results.
“This investment gives LMG a powerful competitive advantage, enabling us to integrate with most members’ point of sale systems and generate deeper connection, insights and make more informed decisions to support and advance our members’ businesses,” Saunders added.
Across the staged rollout, the group has already secured more than 40,000 shopper signups for its More Rewards programs, with the basket size for loyalty transactions typically 70 per cent greater than average shopper basket.
Offering the benefit of direct customer engagement, targeted reward offers and enhanced consumer insights, stores across the network are also seeing increased shopper frequency and better engagement with relevant, timely offers.
Saunders says these early results are extremely promising, with some stores already achieving up to 28 per cent of overall sales from loyalty members.
“We’re seeing strong momentum, with thousands of new loyalty members joining the platform each week. Loyalty member recruitment is achieved through advanced direct offers, member-only pricing, event-based incentives, and a range of tailored benefits, designed to drive more traffic into our stores and strengthen shopper engagement.”
Saunders says a key priority for LMG now is scaling its loyalty programs by continuing to expand its shopper base.
“Looking ahead, we’re focused on continuing to grow loyalty customer numbers and enhancing consumer offers through price investment and analytics to continue to make loyalty a powerful reason for shoppers to engage with and return to our brands, time and again.
“This marks the beginning of an exciting new era for LMG, as we harness the power of digital and personalisation at scale to deliver measurable value and sustainable growth for our members,” he concluded.
You can read the full Banner Groups feature and more in the June-July issue of National Liquor News.