Dan Murphy’s to harness AI for lowest prices this Black Friday and Cyber Week

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Dan Murphy’s will use Artificial Intelligence for the first time to verify lowest price offers during this year’s highly anticipated Black Friday and Cyber Week sales.

From next week, Dan Murphy’s will commence a trial using AI technology to monitor online liquor prices across Australia.

This means when customers commence their online shop with Dan Murphy’s they can be assured they are seeing the lowest price identified and verified that morning.

Dan Murphy’s Managing Director Agi Pfeiffer-Smith said: “Australians know and love Dan Murphy’s famous Lowest Liquor Price Guarantee, made possible by our dedicated price beat team who check advertised prices across a range of products each morning before all 271 stores open for business.

“We will now start to trial the use of AI for our loyal customers during Black Friday and Cyber Week, in our latest effort to ensure everyone has a fantastic festive season with family and friends - accompanied by their favourite drinks at the lowest prices - that’s our Lowest Liquor Price Guarantee!”

Ms Pfeiffer-Smith said Black Friday and Cyber Week has become a major event for Dan Murphy’s, with price beats expected to increase by more than 500% over the course of the week.

“We want to make Black Friday and Cyber Week easy for our customers as they shop for the best deals online. We won’t just match competitors’ advertised prices, we will beat them across a wide range of products,” Ms Pfeiffer-Smith said.

“As always, if you find a competitor's price on the same stocked liquor product, let us know and we'll beat it on the spot. Simply show us the competitor’s price or get in touch with our Live Chat team on the website.

“With the majority of Dan Murphy’s stores now using Electronic Shelf Labels (ESLs), we have price beats happening every day in real-time, meaning our team can spend more time face-to-face with customers and less time changing over ticketed prices manually. Price beats happen with the press of a button now, and we are confident that the technology mix we have in place is delivering for customers.

“We are excited to announce even more great Black Friday and Cyber Week deals next week - so watch this space.”

See our website for more details, including the Terms & Conditions of Dan Murphy’s Lowest Liquor Price Guarantee.

A day in the life of our pricing team:

  • More than 500,000 competitors price points checked daily
  • 25 Liquor retailer websites reviewed
  • 11 print publications checked
  • ~3,000 prices changes
  • ~1,000 competitor price beats
  • ~500 prices changed in-store per day
  • 1.24 million prices beaten every year on average.