Original article by Roy Morgan Research
Market Research Update – Page: Online : 20-Oct-17

A Roy Morgan Single Source survey has found that customer satisfaction with IGA Liquor rose by 17.3% to 93.4% in the year to August 2017, which now places it ahead of its major competitors. This is a major turnaround from a year ago, when IGA was ranked ninth and well behind the market leaders. IGA is followed by Dan Murphy’s (92.4%), Aldi Liquor (91.0%) and First Choice Liquor (90.1%). Roy Morgan has developed a segmentation based on a person’s level of non-essential or discretionary expenditure, which includes purchases such as wine, travel and entertainment. The top third of discretionary spenders are "Big Discretionary Spenders" and so represent the largest potential for increased liquor sales. The liquor stores and retailers with the highest proportion of "Big Discretionary Spenders" in their customer base are First Choice Liquor (44.1% of usual customers are "Big Discretionary Spenders"), Dan Murphy’s (43.1%), IGA Liquor (41.8%) and Liquorland (40.6%). This group has the greatest potential to increase sales from their existing customer base.

CORPORATES
ROY MORGAN RESEARCH LIMITED, IGA LIQUOR, DAN MURPHY’S, ALDI LIQUOR, FIRST CHOICE LIQUOR SUPERSTORE, LIQUORLAND (AUSTRALIA) PTY LTD