How ESL’s have revolutionised Dan Murphy’s Lowest Liquor Price Guarantee
Dan's famous quote from 1995. "I beat all my competitors every month, every week, every day, every hour, on every price, on every product, on every bottle..." Quite a statement!
Internet data scraping allowed Dan Murphy’s to efficiently compare prices, ensuring they upheld their lowest price pledge. However, the actual execution of this approach has been a very manual task for their shop staff—until the recent implementation of Electronic Shelf Labels (ESLs).
ESLs were the missing piece in their pricing strategy, enabling full automation of the entire process, from price matching to the shelf edge.
What a revolution for the retailer!
“We have price beats happening every day in real-time to support our lowest liquor price guarantee, meaning our team can spend more time face-to-face with customers and less time changing over ticketed prices manually,” said Agi Pfeiffer Smith, MD of Dan Murphy’s.
Other key advantages for Dan Murphy’s:
Enhanced Customer Experience: Product ratings and tasting notes can now be accessed via a quick smartphone tap on the electronic labels, leveraging NFC technology similar to mobile payments.
Environmental Advancements: 37,000 pieces of paper saved per store per year, totalling 10 million pieces annually for the entire business.
Cost Savings: $500,000 saved annually in printing costs.
Stock Control Efficiencies
Stock Retrieval Efficiencies
Would you like to configure the same technology in your store? Download a Brochure to get started.
