Liquor retailer, Thirsty Camel, and global tech firm, OtherLevels have released the results from the first ‘web notification’ program to be executed in the Australia Retail Liquor sector.

The independent liquor retail chain has over 400 bottleshops across Australia, which often has an irreverent approach to its digital marketing and loyalty programs, has partnered with OtherLevels to implement a new cutting edge digital messaging format, ‘web notifications’, or ‘web push’, that enables sites to deliver offers and content directly to a customer’s desktop browser, or Android mobile browser, without the need to download an app.

Early results include a 21 per cent increase in Hump Club memberships, as well as a 4x higher clickthrough rate compared with industry standard for other paid digital media channels.

OtherLevels also counts the likes of Coles, Tatts Group, Flight Centre Corporate in Australia and AdoreMe in the US as clients.

“Thirsty Camel have always been innovators in the digital space, especially when it comes to communicating exceptional value to our customers,” said Leah Grinter, head of marketing for Thirsty Camel.

“This technology, along with the ability to segment our audience using browsing behaviour and control groups, has allowed us to send highly personalised special offers to them in real time.

“In addition to this, web notifications technology is a fraction of the cost of other types of digital media, and we have already seen a 97 per cent uplift in WAU, a 67 per cent uplift in repeat visits, and have gained valuable insights into the use of our irreverent brand tonality in new channels.”

Brendan O’Kane, OtherLevels CEO said the results demonstrate that web notification technology needs to be a critical component in the omnichannel marketing mix.

“We are very excited to be working with Thirsty Camel to launch these cutting edge capabilities into the Australia Liquor sector, and help them build their Hump Club loyalty program,” he said.

“We look forward to working with Thirsty Camel to further expand their reach and personalisation options.”

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