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Merchandising, Marketing and Loyalty Alignment a Step Closer for Liquor Barons

15 January 2021

Bringing merchandising, loyalty and marketing strategies and insights ever-closer together to improve customer service is the name of the game for West Australia’s Liquor Barons liquor retailer as it brings on a fresh promotional planning platform. Liquor Barons is a WA-only retail co-operative with 80 liquor stores split into two brands: Liquor Barons (64 branded stores); and Bucks Off. The business has signed an agreement with Complexica for its Promotional Campaign Manager (PCM) product to help automate and streamline promotional planning and supplier portal functionality. Project scoping commences in January through to March and the intention is to go live with the platform from mid-2021.

The Complexica platform is replacing a laborious spreadsheet-based process and will result in digitised documentation for promotion planning, range management and supplier portal access. This, in turn, will lift Liquor Barons’ key marketing processes while saving at least one full-time employee’s time each year, Richard Verney said. It’ll also help remove errors from the manual process, which has historically involved different people entering, printing out and re-entering data.

Richard Verney said it chose to work with Complexica after assessing the market to see what options were out there versus attempting to build in-house. The vendor’s previous experience with similar Australian liquor retailers, buying groups and suppliers such as ALM and Metcash brought with category knowledge vital to streamlining adoption and ensuring the resulting solution met Liquor Barons’ niche and nuanced requirements.

Topics: liquor pricing and promotions, liquor retail, trade promotion optimisation, Trade Spend Optimization, supplier portal

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