Friday, July 12th, 2013 - Roy Morgan Research

Dan Murphy’s aren’t lying when they call themselves Australia’s favourite liquor store: more customers shop there in an average four-week period than at any other liquor store, well ahead of Liquorland, Woolworths Liquor and First Choice.

Dan Murphy’s aren’t lying when they call themselves Australia’s favourite liquor store: more customers (15% of Aussies aged 18+) shop there in an average four-week period than at any other liquor store, well ahead of Liquorland (9%), Woolworths Liquor (8%) and First Choice (4%).

However, it seems that where we buy our groceries also influences where we buy our favourite tipple — and not just when the supermarket is attached to an associated liquor store. The latest results from Roy Morgan Single Source reveal that Woolworths supermarket shoppers tend to be more loyal not only to Woolworths Liquor but also to Dan Murphy’s (also owned by Woollies), while Coles shoppers are more likely to buy their booze at either Liquorland or Coles-owned First Choice Liquor.

Source:Roy Morgan Single Source (Australia), Apr 2012 – Mar 2013 n=19,908; Base: Australians 18+

Warren Reid, Group Account Manager, Roy Morgan Research, says:

“Until fairly recently, Dan Murphy’s was unique in what it offered the wine connoisseur and bulk liquor-buying public, due to its size, value and reputation. Then along came First Choice Liquor, with a similar retail offering.

“The synergies between both retailers, from above-the-line advertising to supply chain, are also very similar. Both are owned by Australia’s largest supermarket chains — Dan Murphy’s by Woolworths, and First Choice by Coles — who realise that influencing purchasing decisions across grocery and alcohol categories is a valuable way of growing customer numbers and building loyalty.

“Both supermarket chains already have strong loyalty across their supermarkets and bottle shops through their localised liquor outlets, Liquorland and Woolworths Liquor.

“However, unlike those stores, Dan Murphy’s and First Choice are generally located some distance from their supermarket kin — but distinct preferences for their respective supermarket parents still exist. The loyalty cards and associated cross-channel marketing programs appear to be working well for both retail groups, with Coles doing marginally better than Woolworths at building loyalty across their liquor retail group.”

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Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Dan Murphy’s aren’t lying when they call themselves Australia’s favourite liquor store: more customers shop there in an average four-week period than at any other liquor store, well ahead of Liquorland, Woolworths Liquor and First Choice.

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