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Order on demand system for independent butchers

Examples of what point of sale materials for MLA’s beef and lamb marketing campaigns can look like in independent butcher shops. MLA’s new online order on demand system for independent butchers will allow them to tailor the point of sale materials they receive. Image provided by MLA

Meat & Livestock Australia (MLA) has launched a new online order on demand system for independent butchers that will allow them to tailor the point of sale (POS) materials they receive through MLA’s marketing campaigns to better meet their individual business needs.

The new system will allow butchers to select the POS elements that suit their shop in the quantities they require by utilising a simple, easy to use online portal.

Currently, these materials are bulk distributed in standardised packs to approximately 2,600 independent butchers across Australia to support MLA’s various marketing campaigns.

MLA Group Marketing Manager Andrew Howie said the new system recognises the changing requirements of the independent retail sector, as well as demonstrating MLA’s commitment to providing the best value for levy payers.

“According to a recent MLA survey, around 85% of butcher shops value and use MLA’s point of sale materials, including posters, recipe brochures, window bunting and ticket toppers,” Mr Howie said.

“However, we recognise that no two butchers are the same. So to maximise the use of our point of sale material in our marketing campaigns, we are moving to an ‘order on demand’ system where butchers can customise their order by selecting the elements that work best in their business.”

Mr Howie said that as well as maximising the impact of MLA’s marketing materials in butcher shops, longer term, the new system would reduce waste and provide financial savings which could be reinvested back into MLA’s work with the independent retail sector, helping to drive even greater impact.

“MLA remains committed to a vibrant and successful independent retail sector and we see these enhancements as a positive step to continuing our engagement with this channel,” Mr Howie said.

Deputy Chairman of the Australian Meat Industry Council’s (AMIC) National Retail Council and independent butcher, Rob Constable, welcomed the new system and said it would allow butchers to order the point of sale materials and quantities that suit their store.

“For example, some butcher shops have a ‘clean store’ policy and therefore elect not use the POS materials they receive, while some butchers only want certain elements and not the whole POS kit,” Mr Constable said.

“Having personally trialled the online portal I think it’s simple and easy to navigate. It will enable butchers to place an order from their computer, tablet or mobile phone in less than a minute in most cases.”

To commence the new order on demand service, each butcher will receive an email via a personalised URL that they click on. This will take them through to an ‘order on demand’ homepage where they can fill in their requirements (via drop down menus to order POS materials) and also check or update their contact and delivery details.

Once butchers have undertaken this simple step their details will be updated so all they will need to do in future is review the POS elements they require and the quantities they need.

Recognising the need for a smooth transition to this new system, for the next six months, MLA will also mail each store a hard copy form. A standard POS kit including recipe books and pack stickers will also be sent to butchers who haven’t placed an order for the first two campaigns.

If independent butchers have any questions regarding MLA’s transition to an ‘order on demand’ system, they should email

Source: MLA

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