Dan Murphy’s trials new ultra convenient pick up model
By Deborah Jackson, Editor, National Liquor News
Dan Murphy’s is trialling a new smaller format store model on the Gold Coast that features an express pick up service aimed to provide ‘ultra convenience’ for the modern Australian shopper.
The new format store is being trialled in the suburb of Miami on the Gold Coast and while similar to the more traditional pub drive-through, it is the new pick up service which links to mobile technology to provide customers with a seamless end-to-end experience.
Campbell Stott, Dan Murphy’s General Manager said: “Time is increasingly an Australian household’s most important currency, so we have reinvented our online order and collection system from the ground up to create a seamless and ultra convenient shopping experience for our customers.
“Customers are in charge of their shopping trip and are able to alert us to when they are getting close to the store, so our team can have the order ready on arrival,” Stott said.
The Dan Murphy’s App is now able to send customers a push notification to tell them their order is ready. The customer can use the app to let the store know they are close, or if Location Services are turned on, the store’s 400m geofence will automatically check them in and let staff know they are approaching.
For customers without the App, they can click on a link in the notification SMS to let the store know they are approaching. Clearly marked signs indicate which lane the customer needs to use depending on whether they have checked-in or not.
“Our new pick up service provides shoppers with the frictionless convenience of driving into our clearly marked pickup area, and knowing their order is ready for collection. After RSA and ID checks, our friendly store teams happily load the order into the car and our customer can continue their journey.
“This is a great service for people who live in an apartment or housing complex or workplace that cannot accept a home delivery or just want to pick something up on the way home or take to a special occasion. It also makes bulk orders for weddings, work events or special events a pleasure rather than a chore,” Stott said.