Resources Bar
Retailer Information

The Australian beverage retail market has traditionally been structured into two distinct channels – alcohol and non alcohol.

However, in the future, the lines between the channels may begin to blur as new regulatory changes are introduced i.e. sales of alcohol in supermarket isles.

Alcohol Retail Channels
The alcohol retail industry is segmented into two primary channels – off premise and on premise.

Off premise refers to outlets that sell liquor for consumption away from the venue. These include liquor stores, bottle shops, cellar door sales and direct mail.

Further segmentation has taken place over recent years with the off premise channel segmented into national chains (Coles and Woolworths) and Independents.

On premise refers to places where alcohol is consumed on the premises such as hotel bars, restaurants, bistro’s, cafes and clubs.

Retailer Sales

Scan Data
The most efficient way to track retail sales are to record the transactions at the cash register. This is known as scan data.

Access to scan data at this stage limited to the national chains a number of the larger independent off premise retailers. It provides a measure of all stock keeping unit (SKU) volume and value sales. It is generally released to the trade with weekly time periods.

The fee for accessing the data and processing it into a database vary according to retailer and category size.

Other Retail Sales Data
ACNielsen provide a unique service in combining scan data with sales from a sample of outlets to give a total off premise retail sales measure. The Scantrack Liquor service is used by many of the key suppliers and retailers in the alcohol industry.

The ABS also provides a publication "8687.0 Clubs, Pubs, Taverns and Bars" which details expenditure and income.

On Premise Sales Data
There is minimal access to on premise retail sales data in the industry. However, with the advancement for cash registers and related sytems, the sales data from a venue can be quite specific. Some hotel chains have significant data at purchasing and depletion levels. Most venues/outlets collect information to be used for internal auditing and negotiating deals with suppliers.

Retailer Pricing

Scan Pricing
Where available, scan pricing provides the most accurate vehicle for tracking the retail prices of products. It can provide full and promotional price points and frequency. When combined with scan sales data, scan pricing can also measure promotion and non promotion (baseline) sales.

On premise pricing
Most venues have a detailed pricelists of the products they range. Some can provide information around sales and price on promotion such as "happy hours" etc. Some can provide information such as share of trade for a particular day or even time of day.

Newspaper, Catalogue & Letterbox Leaflet Pricing
PriceTrack and The Liquor Merchants Association both conduct a nationwide price monitoring service of ads placed in the major newspapers for all alcoholic beverages. PriceTrack includes letterbox leaflets, catalogues and local newspapers. They both cover the majority of the off premise retail trade and provide the information on day of add, publication, advertised price, the actual ad images and additional ‘give a ways’ and other specific promotional information. They are up-to-date and have excellent geographical coverage, however the price points tend reflect promotional prices rather than full price. The services are available to subscribers at a relatively low cost. They are a good way to keep you finger on the pulse or can be used to help determine the effectiveness of a promotion.

In-stores Execution

In store execution – to develop an understanding of influencing factors on buyer behaviour within the store. It measures the effectiveness of new packaging, price variations, new display units, stock weight, variations in in-store position, facings and promotions.

Information sources and service providers include, Emerson & Hughes, AC Nielson, Roy Morgan, CRM systems, Spaceman and Apollo all of which offer a variety of products and information - some of which are ad hoc.