Navitas Professional Services

Workplace Simulation Activity Topic 3

Individual Task - Online Task 1  - Promotional Strategies

Student: Farhan Khan

Task: Blog on BWS Australia

What is BWS?

BWS is an Australian company that was founded in 2001. It is an Australian retail chain of liquor stores owned by Endeavour Group.

What do they sell?

BWS is an initialism for Beer, Wine, and Spirits that serves Beer, Wine, and Spirits under the liquor license of the Australian government. It is a part of the Woolworth Group’s chain. They are committed to serving customers under several rules and conditions; these conditions can be different for each state.

How do they create awareness of their products?

The awareness strategies start from the entrance, by greeting the customers always and making sure they fill their baskets. The company trains its employees to engage in small tasks with customers as it is found that 64% of consumers want personalized offers from retail brands, while more than half will switch to another brand if you don’t integrate personalization into your communication.

How do they get consumers to try their products?

BWS changes its strategies and promotions according to each season, such as increasing the red win promotions in the winter and summer and improving the white win promotions. Moreover, when special days come, they adjust the promotions accordingly, such as on Father’s Day more promotions on spirits, and on Mother’s Day increases the promotions on Champaign and wines. On these occasions, they offer customers to try a sample before they buy.

How does the company retain loyal customers?

To keep loyal customers from coming back to the store and to increase the number of products customers purchase, BWS uses another level of promotions by giving them benefits such as when you buy six wine bottles, you get a free wine bag, plus you earn points for your rewards card.

How does the company give information about their products to its customer?

Regarding the product information, BWS uses different strategies, more towards advertising strategies. BWS promotes all the promotions and their new rangers on social media, in Woolworth's weekly magazine, in poster base advertising around the BWS store and inside the store, BWS website, and in other commercial advertising.

How do they entice customers to buy more and use their products frequently?

When it comes to encouraging customers to buy more, BWS focuses on providing product-related information for the customers, the first key point is the staff team members; most customers who don’t have much knowledge about the wins walk straight to a team member and ask about the wines.  Therefore, team knowledge is highly required in a company like this, and BWS uses a learning hub and tasting for team members of all the new rangers, which helps the team members to describe the bottle to the customers. This engagement helps to bring more customers back to the store.

What promotions do they use to identify more customers?

Customers can use the BWS website to read about the bottle and get an idea. Sometimes they do small brochures for customers to read about the product and acknowledge customers about the bottle. Displays are essential for a newly added development to the store range that will attract the customer's interest and let the customer know that this store has the effect.

Liquor retailer, BWS, has joined forces with a mobile marketing company, to launch a new beer campaign rewarding new customers in real-time for their purchases. Consumers receive a $5 digital voucher on their smartphone and in real-time every time they sign up and purchase a carton of beer. BWS said it has gained thousands of new customers by rewarding them with a voucher. They also offer half-prices on products from time to time for a couple of months for new customers. These types of promotions attract more customers.

Hope you enjoyed reading it!

Kind regards

Farhan Khan