Dan Murphy's ESL technology better than ever

Ten per cent of Dan Murphy’s stores are now using the technology embedded into its shelf labels to ensure that its 4.7 million My Dan's members benefit from the retailers' Lowest Liquor Price Guarantee offer with close to immediate effect.

“An average store lowers hundreds of prices every week, and changing those price tickets can be quite time consuming, but thanks to ESL, the price beats happen immediately,” Dan Murphy’s Managing Director Agi Pfeiffer-Smith said

Dan Murphy’s has a proactive team dedicated to regularly checking a wide range of competitor advertised prices and says that over the past year, the retailer has dropped its prices to a lower point than more than 330,000 of its competitor prices for My Dan’s members.

Pfeiffer-Smith said that "we now do price beats faster, more effectively and on more products than ever before".

During Cyber Week, price beats increased by almost 500 per cent. 

“We had an incredibly busy Black Friday and Cyberweek, as our team was all-hands-on deck beating competitors’ offers  - the big winners were our customers,” Pfeiffer-Smith said.

“We are expecting to beat thousands of competitor prices this December. Dan Murphy's is determined not to be beaten on price this festive season."

As the retailer gears up for the busiest trading period of the year, it has filled the 2,200 casual assistant positions that it set out to hire in September and says it feels confident that product supply will remain steady throughout the season.

“We are focused on delivering a great Christmas for our customers, and this year, we have pulled forward our inventory and worked very hard to ensure we have great availability of a range of products typically popular at this time of the year, including imported items such as Champagne,” she said. 

Champagne and Sparkling are the two subcategories that see the biggest uplift over the Christmas period, with nearly five times the amount of Champagne being sold in the Christmas week compared to a normal week. Customers also spend more on red wine and fortified wine for gifting, and Australian whisky sees an uplift too.