{"id":49493,"date":"2021-05-03T17:37:00","date_gmt":"2022-10-18T17:37:02","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49493"},"modified":"2022-11-06T15:56:32","modified_gmt":"2022-11-06T23:56:32","slug":"how-a-sizzling-omni-channel-transformation-saw-barbeques-galore-become-one-of-australias-coolest-retailers","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/how-a-sizzling-omni-channel-transformation-saw-barbeques-galore-become-one-of-australias-coolest-retailers\/","title":{"rendered":"How a Sizzling Omni-Channel Transformation Become One of Australia\u2019s Coolest Retailers"},"content":{"rendered":"\n

Angus McDonald, CEO of Barbeques Galore, shares the transformation that has super-charged the creation of the ultimate barbecue experience for the customer. From daydreaming about the features of their dream barbecue to producing the perfectly cooked steak for an admiring crowd, Barbeques Galore is there every step of the way with a fresh omni-channel approach.<\/p>\n\n\n\n

The perfect recipe for a winning brand experience<\/h2>\n\n\n\n

A BBQ with friends and family was one of the things many of us missed over the course of the pandemic. It\u2019s always been one of the most relaxing ways of catching up and enjoying the fresh air (tinged with the aroma of sizzling steak). Not being able to congregate around the barbie together felt practically unAustralian and when restrictions eased, you could almost hear the whoosh of a thousand tongs being unsheathed as people prepared to come together again over the humble but oh-so precious barbie.<\/p>\n\n\n\n

At Barbeques Galore, it became an opportunity to make that experience even more meaningful and enjoyable. \u201cWe realised that it\u2019s not just about a barbecue \u2013 it\u2019s about the whole service around that barbecue,\u201d explains Angus McDonald. \u201cIt\u2019s about all those adjacent products and services that will help you have an even better barbecue experience.\u201d <\/p>\n\n\n\n

\u201cWe\u2019ve shifted from a stance of wanting to sell something to wanting to show our customers how they can have a great experience. That has been a transformation in our strategy and a redefining of what makes Barbeques Galore special.\u201d<\/p>\n\n\n\n

\u201cThat transformation has taken a lot of work,\u201d says Angus. \u201cWe\u2019ve worked on the brand, we\u2019ve developed new store formats, we\u2019ve introduced new products and developed our range and brands, and \u2013 behind the scenes \u2013 we\u2019ve put a lot of investment into systems and processes to ensure a seamless, omni-channel experience<\/a> for our customers.\u201d<\/p>\n\n\n\n

And it\u2019s worked, with Barbeques Galore named one of Inside Retail\u2019s coolest brands of 2020<\/a>.<\/p>\n\n\n\n

Firing up an Omni-Channel feast<\/h2>\n\n\n\n

The integration of the online, in-store and post-purchase experiences will be a critical part of the brand\u2019s reinvention when the full-suite of connected customer journeys are turned on. <\/p>\n\n\n\n

\u201cOur team are passionate about the products they sell,\u201d says Angus. \u201cPreviously, we hadn\u2019t been making sure all the elements around that passion were in place to make it come to life for the customers. Now, we are leveraging and maximising that passion to deliver a fully engaging customer experience that\u2019s tightly interconnected between each touchpoint along the brand journey.\u201d <\/p>\n\n\n\n

Most customers will start with the website. \u201cThere is a lot of appetite for and maturity around using digital touchpoints,\u201d explains Angus. \u201cCustomers use it to research products before coming into the store. Indeed, we\u2019ve seen the number of customers researching online increase from 50% a few years ago to 70% now.\u201d<\/p>\n\n\n\n

\u201cWhen they arrive in store, they want to be inspired and see that research brought to life in the shop.\u201d Barbeques Galore has met this demand by turning their stores into experience centres. <\/p>\n\n\n\n

\u201cIt was about discovering the logical opportunities to complete the experience for the customer,\u201d says Angus. \u201cYes, we are the premier destination for barbecues but we are now offering so much more than just the sale of a single product. We\u2019ve created engaging environments in the right store locations that include a steakhouse for cooking demonstrations and a huge range of innovative products including accessories, marinades and sauces. A third of our sales are now coming from new products.\u201d<\/p>\n\n\n\n

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