Dan Murphy’s is a liquor chain store. Over the past five years, it has expanded from five stores in Victoria to over 226 stores nationwide. The retail footprint and successful website (danmurphys.com.au) have made Dan Murphy’s one of Australia’s most recognisable brands.
Dan Murphy’s prides itself on offering consumers the widest range of beer, wine, spirits and fortified liquors and also provide its customers with the lowest price guarantee, promising to beat any competitor’s advertised price.
With an advantage in physical availability and widespread understanding and appreciation of their excellent range, Dan Murphy’s knows the importance of reaching more customers to maximise the return on marketing investment.
In addition to print and residential distribution solutions, Ovato offers both the reach and the data to identify as many relevant people as possible for the brand.
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Dan Murphy’s is a liquor chain store. Over the past five years, it has expanded from five stores in Victoria to over 226 stores nationwide.
Dan Murphy’s wanted to maximise the performance of its catalogue by reaching the shoppers most likely to purchase across its range. To appeal to customers who were ready to pull the trigger on a purchase, Dan Murphy’s reached out to Ovato for assistance. Ovato, in an exclusive partnership with Quantium, leveraged Quantium’s leading data science capabilities and data ecosystem to identify delivery areas that contained the most valuable audiences for the brand, based on purchase behaviour.
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This scientific approach to targeting had a massive impact on Dan Murphy’s next campaign.
This approach realigned 25% of the selected areas meaning the catalogue reached more customers with the same marketing budget.
1,327,318
17.8%
1,874,018
4,327,729
19.9%
2,108,570
This put the brand in front of more likely buyers.
More loyal shoppers
More penetration
