Liquor Marketing Group acquires cloud-based loyalty and digital marketing software company

Liquor Marketing Group Limited (LMG), Australia’s largest independent membership owned liquor retail group, has announced the acquisition of 100 per cent of the issued capital in Zen Global Pty Ltd (Zen).

Zen is an Adelaide-based company that specialises in providing data connectivity, loyalty, digital marketing, gift card solutions and in-store digital advertising to retail liquor and hospitality industries.

Zen has a strong customer base and several LMG members already integrate the Zen platform into their retail and hotel operations for loyalty and digital marketing.

LMG’s acquisition follows extensive engagement between LMG and Zen on the opportunity of incorporating Zen’s loyalty and digital marketing platforms to complement LMG’s existing digital marketing reach.

The engagement highlighted the opportunity to acquire and support Zen management to further develop the platform for the benefit of LMG and all Zen customers.

“The acquisition by LMG provides Zen, and all our customers, a partner with the alignment and resources to grow and enhance the Zen platform to deliver the optimal digital marketing and retail solution for the industry,” said Zen CEO Tom Jeffries.

Zen will remain a separate enterprise with its own dedicated management and operational team; but it will benefit from a growing customer base as LMG implement the program along with development capital support.

“Zen provides LMG and our members a great platform to further enhance our digital marketing and data connectivity. Many LMG members are current customers of Zen; however, this transaction allows LMG to provide solutions which apply across the entire network and enhance our brands and our customer offers,” said LMG CEO, Gavin Saunders.

“There are immediate benefits to LMG members, including real-time stock on hand and order processing for LMG’s eCommerce platform, along with medium and long-term benefits like integrated gift card solutions and banner loyalty offers.”


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