Customised product offering is vital: Liquor Barons

Western Australian retail banner group, Liquor Barons has attributed its continued strong sales and profit growth to its strategy of tailoring each individual store's product offering to reflect the demands of the surrounding community.

Liquor Barons' gross profit grew by more than six per cent in 2012, with its total sales growth increasing by 28 per cent as the company grew from 36 stores to 41.

"The sales/profit results prove we achieved significant growth, but it was strategically planned growth and not made at the expense of our long-term 'differentiated' position," general manager Chris O'Brien told TheShout.

"Each store customises its products, with a focus on Western Australian labels, to match the needs and wants of their local customers," he said.

"Of course, the big brands remain a vital part of the product mix, but they are just part of the top-quality, well-priced products on offer at each store."

O'Brien said other major factors that set Liquor Barons apart from its competitors are its status as the only independent group in Australia with full scan data capability and its ownership of the liquor industry's best loyalty program.

"Our Advantage Club boasts 95,000 members," he said.

The recent launch of Liquor Barons' campaign actively promoting responsible drinking was also a very progressive move, O'Brien added.

"By promoting balanced and moderate liquor consumption enjoyed with good food and good company, we're one step ahead of the regulators," he said.

"So while customised product offerings for each individual store is a main point of difference between us and our competitors, it's our willingness to try new things – and the ability, flexibility and courage to act – that really sets us apart."

Source: The Shout, 13 February 2013