Not Into Shiraz
How we helped make a $100M difference to Dan Murphy’s loyalty revenue for Endeavour Drinks Group.
People are particular when it comes to booze. Over our adult lives we form drinking preferences and habits that almost become part of who we are.
“Are you a Red person?” we might ask a new acquaintance over dinner. The short-hand we use when we talk about our alcohol likes and dislikes speaks volumes – and points to how deeply engrained in our personal identity our drinks preference has become.
The Challenge
In 2017, Endeavour Drinks Group (EDG) flagship retailer Dan Murphy’s had realised they were not going to make their growth targets from acquisition alone, and that the real opportunity was in their customer base.
They had existing customer eyeballs galore from strong retail footfall and active owned online environments, not to mention millions of people who’d signed up to their loyalty program ‘My Dan Murphy’s (MDM). Their challenge was in how to keep all these customers engaged, loving the program and interacting with it regularly.
Our Approach
My Dan Murphy’s was sitting on a gold mine of customer opportunity and they needed both a strategy and an action plan to unlock it.
We came in and worked with the internal business to look at the objectives of the loyalty program and define a customer value proposition for re-launching My Dan Murphy’s to the base.
Deliverables
CRM Strategy & Contact Framework
Martech Architecture & Roadmap
Customer Base Analysis
Dan Murphy’s liquor retailer saw a
$100 Million
turnaround in revenue from their re-booted loyalty program. My Dan’s personalisation was at the core of their success.
“DBZ provide the map, rather than just the destination, and turn my brain dump into a crystal clear reverse brief.”
Andy Sutton
General Manger Data Driven Transformation
Endeavour Drinks Group