Liquor chain Dan Murphy’s has launched an online gifting hub, specialising in hampers and a bespoke wine collection, which has gone live in time for the Christmas season.
The hub hosts a range of 300 beverage packages sourced from small Australian suppliers through to international brands and gift hampers include non-alcoholic products including candles, confectionery and even a QR code linking to shows by Aussie magician Jackson Aces.
Pricing ranges from around $65 to more than $2200.
The Dan Murphy’s Gifting Hub has been designed to remove pain points from the gift-giving process, according to the retailer’s MD Alex Freudmann.
“We are confident the combination of our drinks expertise, which has resulted in a wonderfully curated product range, plus the functionality, agility and features of this hub, will see online gifting in Australia revolutionised.”
One of the standout features is the ease of gifting: givers need only the recipient’s name, email address and phone number. Recipients are contacted by Dan Murphy’s and can nominate delivery location, date and time.
A partnership with Givit allows those who would prefer not to receive the gift to choose to donate the value of the gift to a chosen charity partner.
The gifts can also be accompanied by a personalised video message.
The company says it has seen the volume of gifts sold online on its regular online platform double during the past six months with around one in 10 purchases now destined for third parties.
While the gifting hub has been launched ahead of Christmas, it is intended to be a permanent addition to the company’s online offer, serving anniversaries, birthdays, corporate gifts and any other gift occasion.