Endeavour Drinks Group
How personalisation made a $100M difference to Dan Murphy’s loyalty revenue.
Not Into Shiraz.
What we did
CRM Strategy & Contact Framework
Martech Architecture & Roadmap
Customer Base Analysis
Drinks DNA
People are particular when it comes to booze. Over our adult lives we form drinking preferences and habits that almost become part of who we are.
“Are you a Red person?” we might ask a new acquaintance over dinner. The short-hand we use when we talk about our alcohol likes and dislikes speaks volumes – and points to how deeply engrained in our personal identity our drinks preference has become.
Dan Murphy’s liquor retailer saw a
$100 Million
turnaround in revenue from their re-booted loyalty program. My Dan’s personalisation was at the core of their success.
This is how we did it — together
In 2017, Endeavour Drinks Group (EDG) flagship retailer Dan Murphy’s had realised they were not going to make their growth targets from acquisition alone, and that the real opportunity was in their customer base.
They had existing customer eyeballs galore from strong retail footfall and active owned online environments, not to mention millions of people who’d signed up to their loyalty program ‘My Dan Murphy’s (MDM). Their challenge was in how to keep all these customers engaged, loving the program and interacting with it regularly.
“DBZ provide the map, rather than just the destination, and turn my brain dump into a crystal clear reverse brief.”
Andy Sutton — General Manger
Data Driven Transformation, Endeavour Drinks Group
These were the steps
My Dan Murphy’s was sitting on a gold mine of customer opportunity and they needed both a strategy and an action plan to unlock it. These are the steps DBZ took to help them realise the program’s full potential.
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DBZ specialists came in and worked with the internal business to look at the objectives of the loyalty program and define a customer value proposition for re-launching My Dan Murphy’s to the base.
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To get to the crux of why customers weren’t engaged in the existing program, a survey to 2500 members and non-members was conducted to better understand awareness, expectations, attitudes, and preferences.
In addition, behaviours of the millions of members in the database were analysed, including recency & frequency of shop-and-scan activity, member spend and opt-in status for email communications.
The combined customer analysis uncovered both an awareness problem, and a personalisation one.
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Delivering personalisation across a database of millions, means knowing you have the martech configuration that will genuinely empower your team to get the job done. The internal stack & infrastructure, internal digital capabilities and customer engagement tools were reviewed with this vision in mind.
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All the vision in the world hits pitstops when there are gaps in data and its flows. A data audit was conducted to seek out any weak spots and define the data requirements to create a communication framework that would deliver a level of game-changing personalisation for the customer.
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With technical housekeeping done, the stage was set for planning a Direct Marketing Lifecycle framework, and step by step approach for activating it.
Powered by survey & behavioural data insights, communication strategies were set up to target the most actionable segments of the MDM base, focusing on early engagement to wow the customer and create great stickiness from the start.
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A 3-year roadmap was built out for the business, drawing insight from the transformation to EDG’s ways of working; one that focused on three core areas of capability: People, Platforms and Data. This approach has allowed MDM to deliver consistently customer-centric marketing and communication, leading to incremental revenue growth of $100M since the work with DBZ began.