Dan Murphy’s MD: ‘We will not be beaten on price this Christmas’

As Dan Murphy’s heads into its busiest trading period, the drinks retailer has invested in cutting-edge technology and a dedicated team to make its Lowest Liquor Price Guarantee offer better than ever. 

‍

“We know that our customers are feeling the cost of living pressures, which is why we are working hard to deliver on our guarantee of  the lowest prices for all the drinks they love,” Dan Murphy’s Managing Director Agi Pfeiffer-Smith said.

‍

Dan Murphy’s has a dedicated team who regularly check a wide range of competitor advertised prices, and beat them for My Dan’s members using a sophisticated system. In the last 12 months, the retailer has beaten over 330,000 competitor prices for My Dan’s members. During Cyber Week, price beats increased by almost 500 percent. 

‍

“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, of course,” Agi 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,” Agi explained.

‍

To beat prices in almost real-time, the retailer has invested in electronic shelf labels (ESLs) in its stores - with more than 10 percent of the fleet now using the technology - which means price beats for My Dan’s members now happen with the simple press of a button. 

‍

“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,” she explained. 

In addition to this proactive price checking process for the retailer’s 4.7 million My Dan’s members, Dan Murphy’s Lowest Liquor Price Guarantee means that if a customer finds a lower price somewhere else, Dan Murphy’s will beat it on the spot. 

‍

“Low prices are in our DNA. We have been beating competitor prices for decades, ever since our founder Daniel Francis Murphy developed the concept. However, thanks to our dedicated team and cutting-edge technology, we now do price beats faster, more effectively and on more products than ever before,” she added.

‍

The retailer is well prepared for the busiest trading season of the year, and has employed the 2,200 casual team assistants it set out to hire in September, and does not foresee any disruptions to supply.

‍

“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.

‍

See here for full terms and conditions of Dan Murphy’s Lowest Liquor Price Guarantee and Member Price Check programs.

‍

ENDS

For more information, interviews or images, please contact [email protected]

‍

About Dan Murphy’s

Dan Murphy’s is the destination for the widest range of drinks discovery in Australia at the best prices. Discover over 4000 different wines - local, imported, aged and rare - as well as a huge range of local and imported craft beer, spirits, zero alcohol drinks and more.