Barbeques Galore, a specialist retailer known for barbeques and backyard lifestyle products, has recently embarked on an extensive transformation to enhance its omnichannel capabilities, aiming to improve both in-store and online customer experiences. With a network of 90 stores across Australia, the company has implemented a five-year strategic journey that encompasses the development of a new enterprise resource planning (ERP) system, an upgraded e-commerce platform, and an enhanced marketing stack.
CEO Angus McDonald shared insights about this transformation journey during an interview with Digital Nation, highlighting the significant progress made in delivering a more engaging omnichannel experience for customers. The new ERP and e-commerce systems have enabled the launch of the BBQ Legends Club loyalty program, as well as improved business-to-business interfaces and order management systems. These changes represent a comprehensive effort to create a consistent customer experience across all touchpoints.
The impetus for this transformation stemmed from a broader strategic review completed in late 2019. This review set clear expectations for how Barbeques Galore could deliver a more engaging omnichannel experience by leveraging different digital touchpoints. McDonald emphasized the importance of seamless integration across various brand interactions, allowing customers to move effortlessly between online and offline experiences.
To achieve this seamless integration, Barbeques Galore has focused on using technology to break down internal barriers among different departments and functions. This approach aims to create a truly omnichannel experience that meets customer needs at every stage of their journey. McDonald noted encouraging results thus far, particularly in terms of customer experience. The company has utilized net promoter scores (NPS) as a key metric to gauge customer satisfaction, observing significant improvements in the consistency of experiences, especially for online shoppers.
Historically, Barbeques Galore had a high NPS for in-store customers but struggled to provide a comparable experience for online shoppers. McDonald recognized that there remained some challenges in improving the clarity of information and communication, particularly regarding inventory availability and delivery messaging. However, ongoing efforts in these areas have shown promising results, and McDonald expressed optimism about the progress made.
The retailer has made considerable strides from having a relatively immature e-commerce presence to a robust platform that aligns with the expectations of a high-engagement retail category. This evolution has been supported by the integration of various brand elements, contributing to overall growth and improved customer interactions.
An essential aspect of this transformation has been Barbeques Galore’s commitment to reducing friction in the customer experience. McDonald explained that the company actively seeks feedback from customers and monitors revenue growth as indicators of success. Many customers who visit physical stores often conduct online research beforehand, gathering product information and pricing before making their final decision. By improving the internal processes, Barbeques Galore has achieved a more consistent messaging strategy across all customer touchpoints, thereby enhancing the overall experience.
Looking ahead, Barbeques Galore aims to optimize operations as the warmer months approach, focusing on continuous improvement in product delivery experiences. McDonald acknowledged the work already done but emphasized the need for ongoing enhancements to meet customer expectations effectively.
In addition to operational improvements, Barbeques Galore is exploring the application of artificial intelligence (AI) across various areas of the business. McDonald identified potential use cases for generative AI, particularly in handling information requests. The company already utilizes machine learning for product recommendations and marketing platforms, as well as tools for forecasting inventory replenishment. With the growing interest in generative AI, McDonald sees significant potential for improving knowledge management, which can aid staff in efficiently finding product information to better serve customers.
Furthermore, Barbeques Galore is working on refurbishing its stores to further develop its brand identity. The transformation initiatives have enabled the team to operate more effectively than five years ago, allowing for better accessibility of products across the store network. This advancement not only benefits operational efficiency but also enriches the customer experience by presenting a broader range of options to customers.
Overall, Barbeques Galore’s strategic transformation reflects a deep commitment to enhancing both in-store and online customer experiences through technological integration, continuous improvement, and a focus on customer feedback. As the company continues to evolve, it aims to position itself as a leading retailer in the barbeque and backyard lifestyle market, ready to meet the demands of an increasingly engaged consumer base.