ALH Digital Strategy
Owned by supermarket giant Woolworths, The Australian Leisure and Hospitality Group (ALH Group) is one of the region’s largest hospitality brands, operating over 350 licenced venues and retail liquor outlets across the country.
With a vast array of venues including iconic pubs, sports bars, gaming venues and restaurants, their digital portfolio is expansive; each sub-brand, aggregator and location has its own unique website, Facebook and other social profiles; and they have a range of other online and offline touch-points where users can interact with the brand.
Lacking vision and direction in their digital marketing initiatives, ALH Group turned to Evolution 7’s Strategy team for assistance. With a desire to better understand their customers and their level of digital maturity, ALH needed advice on where to focus their digital investments in order to meet their business objectives.
We applied a three-phased approach to coordinate the structure and delivery of digital strategy across all consumer touch-points in the ALH portfolio, including websites, mobile apps and in-store displays. This approach required intensive collaboration with key stakeholders inside ALH, with the objective of getting buy-in, which would enable the digital transformation of the business.