Thirsty Camel unveils convenience shopper strategy
The United Innkeepers Association Limited (UIAL) Bottleshops forum has taken place on the Gold Coast with strategies and initiatives for the convenience shopper discussed by Thirsty Camel retailers.
The forum looked at ways to help retailers understand and target the convenience shopper with solutions to meet their needs and occasions. Highlights included the principles of the perfect store across range, layout and shopper engagement to maximise the convenience mission.
The forum also the launch of independent research undertaken by TH?NK, which identified Thirsty Camel’s key shopper segments and their wider purchasing behaviours within the Victorian retail liquor market.
The research revealed that Thirsty Camel customers spend more than average liquor shoppers, shopping more often and buying alcohol for entertaining, self-treating and gifting occasions. It was also revealed that Thirsty Camel is the most recognised independent liquor retailer, with the highest customer advocacy.
State Manager Mia Lloyd said: “We felt it was critical for Thirsty Camel to really understand our shoppers and the wider retail liquor market in general to understand where the opportunities are. We’ve identified key growth segments and are now putting strategies in place across the business to better attract them and service their shopping needs.”
The forum also hosted a beer panel discussion (pictured) which saw representatives of Asahi, CUB, Lion and Premium Beverages discussing the challenges and opportunities within the Australian beer market. Ranging was discussed with the panel agreeing that having the right mix of brands across categories is more important than having the largest range. Understanding and offering the right pack formats to capitalise upon the shopper occasion was critical to growth in the convenience channel.
Chairman Sam Benjamin said of this year’s forum: “The annual UIAL Thirsty Camel Forum is an important event on our calendar. With close to 200 key retailers and suppliers in attendance, we are extremely pleased with this year’s event and look forward to seeing the new initiatives launched here come to life in the coming months to help our members win the in the market.”
Thirsty Camel’s Hump Club loyalty program is also being revamped and will be integrated with various POS systems used by retailers, making it easier to redeem offers in store.
Lloyd added: “We know loyalty programs are critical in retailing today. Hump Club V2.0, with its tiered rewards ladder, not only makes life much easier for our retailers and customers but also drives true shopper loyalty.”