BWS is a company that serves Beer, Wine and, Spirits under the liquor license of Australian governments. It is a part of the Woolworth Group’s chain. And we serve our customers under a number of rules and conditions, these conditions can be different for each state.

The marketing strategies start to form the entrance by greeting the customers always and making sure they fill their bucket/s for that BWS uses different strategies.

BWS changes its strategies and promotions according to each season for example increasing the red win promotions in the winter season and in summer increase the white win promotions. Moreover, when special days come, they adjust the promotions accordingly such as for Father’s Day more promotions on spirits, and on Mother’s Day increases the promotions on Champaign and wines.

To increase the number of product customers purchasing BWS uses another level of promotions by giving them benefits such as when you buy six wine bottles you get a free wine bag plus you earn 1000 points for your Rewards card. In Melbourne and other states for six wine bottles, the customer gets 10% off from the total amount. Since Northern territory has tough conditions, they have changed the strategies differently.

Regarding the product information and awareness of the customers BWS using different strategies, more towards advertising strategies. BWS promotes all the promotions and their new rangers in social media, Woolworths weekly magazine, poster base advertising around the BWS store and inside the store, BWS website, and other commercial advertising.

When it comes to providing product-related information for the customers the first key point is the staff team members, most of the customers who doesn’t have much knowledge about the wins walk straight to a team member and ask about the wines, therefore, team knowledge is highly required in a store like this and BWS using learning hub and tasing for team members of all the new rangers which help the team members to describe the bottle for the customers. Hence, customers can use the BWS page to read about the bottle and get an idea. Sometimes they do small brochures for customers to read about the product and acknowledge customers about the bottle. Displays are very important when it comes to a new add product to the store range, that will attract the customer interest and letting the customer knows that this store has the product.