Last month, Metcash Liquor CEO Kylie Wallbridge welcomed delegates to the 2024 IBA Trade Workshop, with representation from over 700 stores and 130 supplier partners descending on the Gold Coast to share valuable industry insights and feedback and build meaningful relationships.
The workshop opened with a drinks reception at The Star on Monday 12 August, followed by a warm welcome from Wallbridge and General Manager Merchandise and Operations John Barakat at the Gold Coast Convention & Exhibition Centre on Tuesday.
Wallbridge acknowledged the contributions of former CEO Chris Baddock, before reflecting on her own experiences since her appointment in January. Recognising current economic challenges, Wallbridge highlighted her commitment to continuous improvement, fueled by feedback, connection and idea exchange.
“There’s a lot that’s working really well in our business, and there’s a lot to be proud of. It may not feel that way every day, because business is tough and people’s pockets are tight, but we are winning. IBA is the largest independent retail network in the country,” she explained.
“Most recently, IBA has been outperforming the market and growing share. What you’re doing every day in your stores across the country is making a positive difference and resonating with shoppers.”
Retailers take centre stage
Over the course of the week several business sessions took place, the first of which invited five retailers to discuss what it takes to manage an independent business, in a panel hosted by Adrian Ricci, ALM General Manager NSW/ACT.
Sharing anecdotes of the experiences that define their stores were Ainslee Hill of Cellarbrations, Craig Waldron of IGA, Scott Armstrong of Maeva Hospitality Group, Jay Shah of Cellarbrations and Porters, and Tony Innes of The Bottle-O, representing NSW/ACT, VIC, QLD, WA and SA/NT.
The retailers shared insights into navigating the post-COVID landscape, effective pricing and promotions management and diversifying revenue streams.
IBA business leaders were proud to share the stage with retailers for the first time in the conference history, with attendee feedback also favouring the new panel format.
A new benchmark for independent retail
Barakat and Katherine Johnstone, General Manager Northern Region, shared the successes of the warehouse move to Truganina, Victoria which holds an additional 25,000sqm to the previous Laverton facility with systemised layer picking and efficient design.
Barakat and Johnstone spoke about network growth and logistics, with ALM now housing 17,000 SKUs across its warehouses, and improved service levels. Demonstrating ALM’s commitment to feedback-based improvement, Johnstone introduced the new Net Promoter Score program and a streamlined claims process.
Johnstone told retailers that the program is “a really important tool to help us understand customer sentiment, drive growth and foster a customer-centric culture. It helps us identify areas where we must continuously improve our levels of retailer engagement, and how we’re performing against the benchmark.”
National Merchandise Manager Craig Payens, Head of Digital Raff Palermo and Head of Marketing Clare Adamiak explored strategies for a future-fit liquor market, building an engaged, shopper-centric network and catering to different demographics in the digital age.
Not only did they demonstrate how IBA is winning in the market with marketing and digital initiatives, but also how the shopper is at the centre of the strategy.
With IBA already growing ahead of the market, Adamiak highlighted the ongoing focus: “We have strong promotional programs, market-leading digital platforms, communications and media choices which are resonating with our shoppers and driving them in-store and online.
“We have a multi-channel approach – discover, research and purchase online – and with your passion for your store, your flare, your personality, it’s a strong, winning formula. But how do we get closer to our shoppers? Ensure they’re the heart of every decision we make, while driving scale and personalisation through data and insights.”
Linda Boswell, General Manager ALM Western and Central Region, and Dianne Rooke, Head of Operations, discussed shopper behaviour, maximising product visibility and leveraging in-store execution programs to grow basket size and profitability.
As the organisation drives shopper-focused growth and efficiencies, Barakat and Rod Pritchard, General Manager Strategy and Transformation, gave an update on the Platinum program, which was announced at last year’s conference.
Capitalising on IBA’s momentum, Platinum allows retailers to benefit from a collaborative ecosystem and create a true omnichannel shopping experience that inspires shoppers of the future, while unlocking the potential of IBA’s loyalty program.
Pritchard called out four key areas of the program: POS, ranging, execution and digital programming, explaining: “We’re seeing new capabilities in the market, and many of you are taking those opportunities, but we’re looking to take this next quantum step, and Platinum gives us that capability to package it up and create a new benchmark for the independent retail channel.”
After the success of the first pilot wave, the attendees were pleased to hear details of an upcoming planned rollout.
Keynote speakers Craig Woolford, David Shukri and Andrew Gerrard also shared the stage to provide insights on retail, category and shopper trends, followed by an audience Q&A facilitated by Simon Cleave, Head of Vendor Partnerships.
Closing the first day of conferencing, retailers attended the IBA Trade Festival, where 48 suppliers showcased their offering and shared exclusive deals.
State-based excellence
On Wednesday, the program began with Five Star Awards ceremonies in state breakout sessions, celebrating the stores and operators demonstrating retail excellence in each state.
State sessions shared localised updates on IBA performance, store security, digital catalogues and key campaign periods – looking ahead to the Black Friday and Christmas trading periods – while VIC and NSW workshops closed with discussion about tobacco legislation.
The group came together one final time for a gala dinner hosted by MC Shane Jacobson, celebrating national Five Star Awards winners and fundraising for Children’s Cancer Institute.