After launching his flagship store design in South Melbourne in March, Dan Murphy’s launched three more new stores across the country.
Dan Murphys Hyde Park (WA), Dan Murphys Hamilton (QLD) and Ascot Vale (Victoria) were completely renewed after investments of over 1 million US dollars each.
Next week, Dan Murphy & # 39; s Pasadena will be the first store in South Australia to get the new look.
"We know that customers expect so much more from us than products on the shelf, which is why we are developing more and more innovations and using technologies to shape our businesses of the future," says Alex Freudmann, Managing Director of Dan Murphy.
Beverage education, discovery, technology and sustainability are at the heart of the customer experience in these redesigned stores.
They all have central areas at the heart of the store for customers to experience “magical moments” including wine and spirits tastings, a retailer's corner with recommendations from the local wine merchant, and on-demand “micro-classes” of in-store product experts.
Customers can also educate themselves by exploring highlighted areas in stores that contain engaging information about a particular product or segment.
"The most important thing for us is that the customer decides for himself how and what he wants to experience or further education," says Freudmann.
The stores also have hyper-localized ranges that have been developed using customer insights and with a great focus on locality.
Dan Murphy's Hyde Park, for example, now has a craft beer canyon with nearly 500 different chilled beers, the retailer's largest craft beer range in the country.
“Western Australians spend more on craft beer than any other state, according to our sales data, and Dan Murphy's Hyde Park is our top performing craft beer store in the country. The approach for our stores of the future is to offer curated ranges based on local preferences. So we wanted to make sure that this store had our largest range of craft beers in the country, ”says Freudmann.
Almost 40 percent of the craft beers in the store come from Western Australia.
“We are committed to continuing to support local brands and it's great to see such a wide range of Western Australian craft beers. It's an exciting time for Australian brewers, winemakers and distillers – there is a lot of innovation in this area and we are seeing customers are choosing to support local products more than ever, ”he added.
All stores also have electronic shelf labels (ESLs) which "save the team working hours every week" as price hikes take place daily.
“The average store is going to hit hundreds of prices every week, and changing those price tickets can be quite time consuming for the team, but it's easy and efficient with ESL tags. We also see that ESL businesses use 90 percent less paper. The technology will therefore help us to reduce paper consumption, ”says Freudmann.
The electronic shelf labels also have NFC (Near Field Communication) technology so that customers can simply tap the shelf label with their smartphone to receive further product information or to read customer reviews on a specific product.
"ESL will help us communicate with buyers in new ways, reduce paper consumption and make our store teams more efficient," says Freudmann.
The retailer plans to complete a total of 10 stores in the new flagship design in the current financial year.
