Thirsty Camel has said that its Victorian stores have “delivered exceptional summer trading results” with volume growth of three times the state’s liquor weighted market growth.
The retailer has said that the success can be attributed to its marketing and promotional program, which was strategically designed with a clear understanding of what shoppers want and how to target them in order to maximise success for its members.
The strong summer trading has contributed to MAT results up six per cent in value and five per cent in volume versus the Victorian market which grew 3.2 per cent in value and 0.5 per cent in volume in comparison.
In detailing the reasons behind the growth, Thirsty Camel said: “In mid-2017 Thirsty Camel bottleshops undertook a critical piece of customer segmentation research, the largest of its kind for any Australian independent liquor retailer. The study has delivered a true understanding of their target consumer segments, their needs, motivations and purchasing influences.
“This knowledge formed the development of a summer marketing solution, with highly visual static and digital large format outdoor advertising, combined with digital and social advertising, effectively targeting the different customer segments.
“Combined with a competitive promotional program, geared behind winning brands and strong exposure at retail level of Thirsty Camel’s competitive loyalty program – the Hump Club – delivered incremental footfall, customer traffic and increased weight of purchase for Thirsty Camel retailers.
United Inn-keeper Association Ltd General Manager Mia Lloyd added: “our FY18 summer marketing and promotional strategy was instrumental to the significant growth Thirsty Camel Victoria has seen through the critical November to January trading period.
“This result sets us up for an exceptional 2018 of accelerated growth. We will continue to focus on our key strategic imperatives of our members winning in market, and convenience shoppers choosing Thirsty Camel across all occasions”.
Beer was the strongest performing category for Thirsty Camel, up 6.5 per cent on a MAT volume basis, the business also outperformed the growth of wine and spirits on a volume and value basis versus the Victorian and Australian Liquor Weighted Markets.