Dan Murphy’s to embark on store refurb program
By Andy Young
Endeavour Drinks Group (EDG) has revealed that it is planning a nationwide refurbishment program of its Dan Murphy's stores over the next few years.
The tasting area of Dan Murphy's in Mosman
The General Manager of Dan Murphy's Campbell Stott told TheShout that following on from some cosmetic changes the chain is embarking on the refurbishment program.
"Dan Murphy's is committed to a considerable refurbishment program in the next few years to enhance the shopping experience for our valued customers," Stott said.
"We have already updated all our external signage and lighting in our stores, and look forward to the next evolution of an immersive in-store experience."
Speaking at a supplier forum last week, Stott said that the current target is for all the stores to be given facelifts by 2019.
The new store in the Sydney suburb of Mosman, which opened recently, has already performed really well for EDG and as result the company is looking to establish a similar environment to its stores, bringing in more theatre and more sensory experiences.
One particular aspect of the Mosman store, which this company is looking to replicate across its store network is the huge tasting area and tasting table that is in the Mosman store (pictured above).
One industry insider told TheShout that he could understand the thinking behind the move, especially with wine, as the trend of consumers drinking less but spending more and being prepared to spend more on an individual bottle of wine plays out, meaning that consumers want to touch and taste the wine and these areas offer more opportunity for that.