The challenge
Dan Murphy's is a leading Australian liquor retailer with a wide range of products. Planning promotions across many product categories and several teams was getting harder. There was no single promotion planning system, so teams planned in different ways, which risked lost revenue and wasted effort.
What was delivered
Our team was involved in delivering a trade promotion management and optimisation system for Dan Murphy's: software to plan promotions and work out which ones pay off best. It began with detailed working sessions to understand how the business ran and where its promotion processes had become tangled. What the team learned there shaped a rollout in phases.
The system gives every category and team one way to plan promotions, so teams work from the same plan. It followed the discovery at Endeavour Group, the company behind Dan Murphy's and BWS. Each business has its own bespoke software, different from the other's.
What it included
- Discovery of existing promotional planning and operations
- A phased rollout of a promotion planning and optimisation system
- One consistent approach across product categories
- Shared planning across teams
- Fewer duplicated steps and less risk of lost revenue
Results
The system was rolled out across Dan Murphy's operations. Promotion plans became more consistent across product categories and teams. There were fewer duplicated steps and less risk of lost revenue. Teams worked together more closely, which helped them run promotions that were more effective and better timed. Figures are under NDA.
Why it matters
When several teams plan promotions separately, their plans can collide: two offers on the same product in the same week, or a gap where nobody planned anything. A shared plan shows those problems before they cost money. Slotwise, our planning board for promotions, is built for this problem.
