“By segmenting the liquor market and gaining a deep understanding of consumer behaviour, THINK was able to uncover the brand perceptions and most importantly our point of difference. This allowed us to drive actionable insights for the opportunity shoppers.”

LEAH GRINTERCEO OF BRINDLE MARKETING AND FORMER MARKETING MANAGER OF THIRSTY CAMEL
IMPACT

Thirsty Camel is an independent retail liquor brand, with over 400 bottle shops across Australia. Driven by a culture of innovation and irreverence, and with customer-centric focus in everything they do.

The brand’s key value proposition is centred in offering a convenience of shopping via drive thoughts, everyday low prices, great specials, offer and promotions.

OVERVIEW

Thirsty Camel was seeking to understand the Victorian liquor consumer, exploring their purchasing behaviour and identifying gaps to ensure future strategies were aligned with market needs.

THINK segmented the liquor market, identifying market segments of high value and what the percentage of share Thirsty Camel had of these high-value segments. By identifying their shopper basket behaviour and attitudes, allowed the business to strategically extend the product range and value packs to talk to key segments.

Each segment was then brought to life through a series of in-store shopper safaris where THINK’s go-to-market strategy was validated. The segments are now embedded in ongoing business marketing initiatives.

METHODOLOGY

Mapping End-to-End Purchase Journey, Segmentation, Market Sizing, Value Personas, Customer Profiling, Segment Opportunity and Activation, Go-to-Market, Shopper Safaris.

FOR THOSE THAT LIKE THE DETAILS

https://www.thirstycamel.com.au/