How Barbeques Galore plans to triple ecommerce sales

Australian retailer's marketing chief details the latest ecommerce and digital technology investment, plans for its new marketplace, and ambitions for omnichannel retail excellence

Three months after doubling conversions through a new ecommerce, ordering system and website overhaul, Barbeques Galore is looking to cook up even bigger sales with the debut of its third-party marketplace strategy.

Over the last couple of years, the Australian retailer has invested $7 million into bolstering its digital capability. This has seen the group move off an outdated tech stack, replace its ordering management system and deploy Salesforce Commerce Cloud. Barbeques Galore has also rolled out Salesforce Service Cloud for its customer support team, integrated with its ecommerce and website set-up, and will bring on Salesforce Marketing Cloud. The longer-term plan is also to tie this into a customer loyalty offering.

The name of the game is embracing a fully omnichannel approach to the retail experience, Barbeques Galore general manager of marketing, Mike Ainsworth, told CMO.

“Our former commerce approach was quite outdated. Salesforce is a major opportunity for us and gives us the ability to move from an outdated tech stack and straight to a best-of-breed, cloud-hosted solutions that gives us a big step forward in capability and performance,” he said. “It’s a stronger foundation for enrichment of our brand experience as well.”

Three months into the new digital and website capabilities go live, Barbeques Galore has already seen a doubling of ecommerce conversion rates and a visible improvement to its Net Promoter Score, Ainsworth said.

Next step: Building a marketplace

But there is more to come. The next milestone is rolling out the Barbeques Galore marketplace, leveraging Marketplacer’s platform. Helping the retailer with its overall digital capability overhaul and this latest step is Amblique. The company provides access to Marketplacer’s technology via its recently launched ‘connector’ with Salesforce Commerce Cloud.

“The opportunity with Marketplacer ties right into who we are: We are Australia’s leading BBQ and outdoor retailer. This technology allows us to provide an even more complete destination for everything in the backyard and entertaining products, extending our offering well beyond our current existing product ranges,” Ainsworth said.  

Through the marketplace strategy, Barbeques Galore plans to onboard new suppliers, scale its range quickly and provide more personalised, integrated shopping experiences. Range expansion will focus on outdoor fun and entertaining, with categories including tableware, outdoor products, rugs, lighting, toys and yard games.

“The opportunity with Marketplacer is obvious – it’s a challenge we have had and something we were looking to address,” Ainsworth said. “Having Amblique work with us to deploy the Salesforce Commerce Cloud, it made sense to partner on the next step. It gave us the opportunity to move quickly and work with a trusted partner.”  

The first extended range is expected to go live shortly. Key to the marketplace being successful is ensuring the team curates the right complementary range of products and brands aligning to the Barbeques Galore brand and position in market, Ainsworth said.

“The journey of this will develop over time. But making sure we curate that range is critical to us. It is about complementary ranges to our core BBQ and outdoor furniture, such as accessories and complementary offers in supporting categories,” Ainsworth commented.

“If you go down the path of anything everything, it is less interesting and it diminishes your brand value. We need to curate a range that complements us.”

The overall goal is that ambition to be a complete destination for everything in the backyard, Ainsworth said. The company has set the goal of growing online sales by 300 per cent.  

Alongside technology, Ainsworth said an important and early part of the digital journey was ensuring teams were set up internally to support omnichannel retailing.

“We are very mindful we are able to support in the existing business frame and didn’t get caught out. So early in the piece we set up the omnichannel team to focus on this space. We have made those changes to support that future state,” he said.   

Marketplacer co-founder and executive Chairman, Jason Wyatt, said the business was happy to be partnering with a like-minded Australian company in Amblique to enable more retailers to build out a marketplace approach.

“Our connector program with Salesforce Commerce Cloud provides an easy way for companies to create a best-in-breed third party marketplace strategy quickly, without having to navigate the complexities of multiple systems that don’t talk to each other. We are thrilled to be a part of Barbeques Galore business transformation and support their team in reclaiming the backyard space.”

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in