4. Target Market
• Shop in BSC
• Drink Wine
• Male and Female
• Age: 18 – 55
• + 65k
• Anywhere on their wine
journey
5. Broadway Survey Data Analysis
• Demographics
• Surveyed 100 people – 58 men and 42 women
• Age
• Large majority of postcodes in this area
20
40
31
6 3
0
5
10
15
20
25
30
35
40
45
18 to 24 25 to 34 35 to 44 45 to 54 55 to 64
What is your age?
6. Broadway Shoppers
• 99% shop at Broadway Shopping Centre
• 47.5% of people shop there 2-3 times a week
12.1%
47.5%
26.3%
9.1%
5.1%
How often do you shop at Broadway Shopping Centre?
Daily
2-3 times a week
2-3 times a month
Once a month or less
Very rarely
7. Wine Preferences
• 93% of the people drink wine
83.9%
16.1%
0.0% 0.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
1-2 bottles 3-6 bottles 7-12 bottles 12+ bottles
How much wine do you usually buy?
4.3%
29.0%
46.2%
16.1%
3.2% 1.1% 0.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Less than
$10
$10 - $15 $15 - $20 $20 - $30 $30 - $50 $50 - $100 More than
$100
How much do you usually spend on a bottle
of wine?
8. Purchasing Preferences
4.3%
46.2%
77.4%
29.0%
11.8%
20.4%
1.1%
11.8%
19.4%
1.1% 3.2% 2.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
The Wine
Society
Dan Murphy's Liquorland Red Bottle Vintage
Cellars
Your local
bottle shop
Vinomofo First Choice
Liquor
BWS Broadway
Bottle
Online
purchase
Other (please
specify)
Where do you purchase your wine?
9. Brand Awareness
30%
70%
Have you heard of The Wine Society?
Yes No
• Surveyed people outside of Broadway
Shopping Centre and on Smail Street
• 20.7% of the people I surveyed outside
Broadway have heard of The Wine
Society while 79.3% have not
• 92.3% of the people I surveyed on
Smail Street have heard of The Wine
Society while only 7.7% have not
10. Brand Awareness
• 11 out of 12 people
surveyed on Smail St who
knew about The Wine
Society said it was because
they walked passed it
1
10
2
0
2
1
16
2
0
2
4
6
8
10
12
14
16
18
Family Member Friend A Member of
The Wine
Society
A Wine Society
Event
Online/Social
Media
The Cellar Door
(Ultimo/Castle
Cove)
I've walked
passed it
Other (please
specify)
How did you find out about The Wine Society?
11. Broadway Shopping Centre
• BSC generates over $400 million in sales per
annum and attracts over 13 million visitors
per year
• “For the third year running, Mirvac’s
Broadway Shopping Centre has ranked
number one in Shopping Centre News’ Big
Guns Awards 2015 for annual turnover per
square metre”
Age: 20 – 39
White collar
workers
High household
income
Customer Profile
12. Broadway Shopping Centre
• On average, Broadway attracts 13 million shoppers per year
• From July 2015 to June 2016, we had 10,487 transactions
• According to my survey, 93% of people said they drink wine
• If we can attract simply .1% (.001) of Broadway shoppers to the
Ultimo Cellar Door, we should see our transactions double!
13. Revenue
On average, our
customers are
spending $65 per
visit at the Ultimo
Cellar Door
If we can attract another 11,000
customers to make at least one
transaction, we can expect to
receive an additional $715,000 in
revenue
Even if the new customers are
only purchasing 1 bottle, at
$15-$20 a bottle, we should still
see an additional $165,000 in
revenue
14. Partnerships in Broadway Shopping Centre
• How do we cost effectively advertise The Wine Society?
• Broadway Shopping Centre sees a massive amount of foot traffic
each day
• They are spending large amounts of money and are purchasing
wine
• Partnerships
• Bed Bath N’ Table
• Harris Farm Markets
• oOh! Media
• HOYTS cinema
16. Pairs with:
Kriter Brut Blanc de Blanc NV
Fresh fruit aromas flow through
to the palate along with crisp
clean flavours of apple and pear.
A wonderfully dry finish leaves
the mouth refreshed. Perfect for
celebrating all year round!
Find it at The Wine Society!
Contact
Rachena Ek
Harris Farm Markets Customer Service Team
P +61 2 9394 3111 | E
rachena.ek@harrisfarm.com.au
P.O Box 57 Sydney Markets NSW 2129
17. • ShopaBanner
• Atrium Banner
• Retail Large
Format
• ShopaLite
• DigiLite
Contact
Gabrielle Rich
Business Manager
T +61 2 9927 5477
M +61 422 639 772
www.oohmedia.com.au
19. Wine Specials
All TWS members enjoy half off
beverages at HOYTS LUX cinema
every Tuesday night!
20. Summary
• Broadway Shopping Centre is just around the corner!
• Millions of people are shopping their with high disposable incomes and the
desire to drink wine
• I looked at partnering with Bed Bath N’ Table, Harris Farm Markets
(oOh! media) and HOYTS cinema
• Further research
• 164 businesses in BSC
• The possibilities are endless!
Broadway Shopping Centre sees a significant amount of foot traffic each year, however, The Wine Society, located just around the corner on Smail St, does not
Why?
I conducted a survey outside Broadway Shopping Centre to understand shopping habits, wine preferences, and demographics of Broadway shoppers
After analysing the data, I had a better understanding of how to increase our brand awareness, attract shoppers to our Ultimo Cellar Door, and ultimately, acquire new members
Summary:
People are shopping at Broadway Shopping Centre
About 60% are shopping at least 2-3 times a week
A large majority of these people drink wine
An overwhelming amount of them purchase their wine at Liquorland, Dan Murphy’s, Red Bottle, and their local bottle shop
A majority of people on Bay St have never heard of TWS while most people on Smail St have simply because they have walked passed the Ultimo Cellar Door
BSC generates over $400 million in sales per annum and attracts over 13 million visitors per year
“For the third year running, Mirvac’s Broadway Shopping Centre has ranked number one in Shopping Centre News’ Big Guns Awards 2015 for annual turnover per square metre (“MAT/m2”)”
$12,248/m2, a 6.4% increase from the previous year
Total Moving Annual Turnover (MAT) increased 1.8% to $467.3 million
Specialty MAT/m2 increased 3% to $11,477/m2
On average, Broadway attracts 13 million shoppers per year
From July 2015 to June 2016, we had 10,487 transactions
According to my survey, 93% of people said they drink wine
12,090,000 shoppers at Broadway drink wine
If we can attract simply .1% (.001) of Broadway shoppers to the Ultimo Cellar Door, we should see 12,090 additional customers
4.3% of the people I surveyed said they already shop at The Wine Society
If we deduct this 4.3% from the 12,090 additional customers, we should still expect 11,570 more customers in a given year (more than double!)
Located on the ground floor of BSC right when you go up the escalator to the right
Sell all kinds of home goods including tableware: drinkware
When customers purchase wine glasses or anything of the sorts give them a 10% voucher to The Wine Society
We will provide vouchers
In return, we can send our customers to purchase their wine glasses, etc. at Bed, Bath N’ Table
Maybe Bed, Bath N’ Table will give us discount vouchers, flyers, anything of the sorts to give to our customers in return
Advantages to partnership
Bed Bath N’ Table is very new to Broadway and are more likely to accept our partnership
We can put little cards next to meats or cheese that pair well with specific wines
Either stay there or it can be a booklet almost so that they can take one with them
Print discounts at the bottom of Harris farm receipts
Located on level 2 of BSC
Hoyts LUX – Premium cinema experience, combining comfort, fine wine and gourmet food
Their food menu is designed and created by Chur Burger Chef
At the bottom of the menu is mentions this
We can see if we can design their wine menu and have it say “designed and created by TWS”
TWS Tuesdays”
Members of TWS can get half off LUX drinks on Tuesdays
In return, we have mini flyers/business cards, something of the like at the check-out counter in the cellar doors
