Liquor Legends adapts to online demand

30 April, 2020 by Deborah Jackson

Liquor Legends has fast tracked the rollout of its new e-commerce platform and artificial intelligence (AI) technology, with almost 30 outlets already on board and the priority to keep that number growing.

With the coronavirus pandemic keeping Australians isolated in their homes, there has been a greater uptake in online orders including home delivery and click and collect options.

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As such, Managing Director John Carmody says the initial e-commerce launch strategy flew out the window with “survival mode taking control”.

“It’s a known fact the gains for e-commerce businesses are coming at the expense of brick-and-mortar retail stores who are not adapting to the new technological world, as an increasing number of shoppers are heading for their screens instead of for stores.”

Carmody says that it will be the stores that do not harmonise their physical and digital presence together that fail to “acquire new customers and re-engage existing”.

The new Liquor Legends online marketplace heroes its industry leading rewards program, spend-get activations, and 100 per cent customer personalisation.

Live point of sale (POS) integration and quick payment is the number one greatest advantage this online platform has over competitor offerings in the current market.

It has been designed as an endless aisle rather than a one-stop shop and incorporates all of Liquor Legends’ assets, including takeaway food options set to go live in the new financial year.

Outlets can simply opt in for click and collect; or for delivery they can choose to service their own at the radius and fee of their choice or subscribe to a third party courier or Australia Post standard delivery.

“Throughout the next few weeks, we will be launching our wholesale component, App, stock forecasting tool, payment and delivery partner extensions, live price match feature and gift cards.”

Carmody says that drive through stores will have the biggest advantage as they are working on connecting AI and “never before seen technology in the industry to create the ultimate VIP experience”.

“We have the tools to do this now, it’s all about timing and ensuring the fundamentals and intricate details are working seamlessly before we hit the green button,” he says.

“We are supporting the ‘launch phase’ of our online marketplace using an integrated strategy between social and Google search, which is untapped territory for us. This ad strategy for the pilot will lay the foundations for an always on strategy, entering the market strongly and gaining learning off the back of the activity.

“We aim to drive awareness, traffic and conversions (click and collect and delivery orders) around pilot locations across Australia using creative messaging centred around product promotions. Metrics of success will be reach, landing pages views, website sessions and uplift of orders around the locations included in this pilot.

“With our four supporting suppliers, Treasury Wine Estates, Lion, Asahi and Diageo we will promote products aligning with current programs and step outside our comfort zone with intense SEO compartments.

“We have created the platform, it’s now up to you to make a difference within your business.”

To learn more, contact National Operations Manager, Lex Neal on lneal@liquorlegends.com.au or 0407 740 833.