Beaten board

UX / UI / MOTION / DEVELOPMENT

Dan Murphy

BACKGROUND

The origin story

In 1995, Dan Murphy promised to beat his competitors, “every week, every day, every hour, on every price, on every bottle.”  Today, they’re the country’s biggest liquor retailer with 1.2 million Aussies through their doors every week.

THE BRIEF

Beat this

Every day the staff at Dan Murphy’s would go through competitor catalogues, rip out pages and pin them to a corkboard with big stickers saying ‘BEATEN’ on them. This process needed a 21st-century overhaul.

THE SOLUTION

The future is digital

We built an API and animated a real-time catalogue in a dynamic layout. This meant we could adapt to feature any number of over 50,000 products Dan Murphy’s needed to showcase.

THE IMPACT

Rise of the machines

Automating the process boosted both the efficiency and accuracy of Dan Murphy’s price guarantee. With the ability to update prices on the hour, the new digital system outperforms the previous manual process immeasurably.