Liquor Marketing Group (LMG) has celebrated strong sales results both in-store and online after its ‘Brand in Hand’ campaign.
The campaign was activated in Bottlemart and SipnSave stores during March, launching in line with the start of the 2022 NRL and AFL seasons. It was developed in order to generate strong sales performance in LMG member stores, as well as drive shopper engagement with the banners themselves.
Damien Page, General Manager – Merchandising and Marketing at LMG, said it was incredibly important for the retail group to support members in this way during March.
“With Easter falling earlier this year compared to last year, there were significant sales hurdles to overcome. We also had the challenge of cycling an extraordinary COVID-induced two-year growth number of +67 per cent for March, so it was it was imperative that we executed a strong consumer activation to help our member retailers continue to grow,” Page said.
“Sport has always been in the wheelhouse for Bottlemart and SipnSave, so there was a clear opportunity to develop a strong consumer activation linked to this occasion that was supported with compelling marketing, catalogues and upweighted digital platforms.”
The Brand in Hand promotion was a simple execution that saw customers receive a free branded stubby holder with transactions over $60. The activation also included a QR code where customers could go into the draw to win a range of at-home entertainment packages.
LMG has reported incredible success in the campaign, resulting in an overall nine per cent like for like increase in dollar sales for the four weeks ending 29 March 2022, compared to the same period last year. At a category level, this was illustrated by increased sales of seven per cent for beer, nine per cent for wine, 11 per cent for spirits and 17 per cent for RTDs.
This growth was underpinned by increased customer spend per transaction, with 88 per cent of all retail sales growth during the campaign coming from transactions above $60. Online engagement also grew to an all-time high, with e-commerce sales up 67 per cent compared to the same period a year ago.
“The results have been fantastic – it’s the most successful brand campaign we have ever run,” said Page.
“We are especially pleased with the online engagement. With refreshed consumer websites and apps for our e-commerce platforms just around the corner, building these consumer databases will provide LMG members even greater opportunities into FY23.”