01/07/2003 - 22:00

Delivering the best of the West to the East

01/07/2003 - 22:00

Bookmark

Save articles for future reference.

AUSTRALIA Post is looking to extend an initiative that markets and delivers premium WA boutique wines directly to local consumers in Singapore and Hong Kong through its international courier services.

Delivering the best of the West to the East

AUSTRALIA Post is looking to extend an initiative that markets and delivers premium WA boutique wines directly to local consumers in Singapore and Hong Kong through its international courier services.

Through its Australia Post Fulfilment Solutions initiative, Australia Post is working with Austrade to identify countries in South-East Asia that have markets for boutique WA products.

Australia Post State manager mail and network division, Mike Owen, said that following positive feedback from WA wine producers and the WA Wine Association, Australia Post was interested in expanding the initiative to include local goods such as chocolates, olive oil, confectionery, arts and crafts and live exports such as freshwater crayfish and marron.

Australia Post is working with Austrade to identify other countries throughout Asia where we may be of assistance in direct marketing, warehousing and pick up and delivery of goods for the consumer market,” he said.

“We are keen to speak with WA boutique businesses that have a product that is appealing to the Asian consumer market.”

According to Mr Owen, with delivery made within two to five days of placing an order, and in lots of up to 20 kilograms, the initiative is ideal for selling for personal consumption.

He said the advantage to smaller producers was increased tourist sales, especially to those who decided against buying local produce on a visit to WA due to space restrictions or fears of excess baggage costs at airports.

Mr Owen said that through the initiative Australia Post could assist WA’s boutique producers distribute and deliver their products within South-East Asia by advising them how to use direct mail and data management.

“We were able to provide the boutique wineries with both the means to make the offer to the customer and then to deliver the order to the customer’s front door,” he said.

The solution began when a consortium of boutique WA wineries from the Pemberton-Blackwood region joined forces with Australia Post to directly market their wines in the region.

A similar initiative had already proven successful in the Hunter Valley, with the help of Australian Wine Selectors.

Now available to the more than 200 WA Wine Association members, the initial WA wine offering included wines from six wineries from the Pemberton-Black-wood region including Blackwood Wines, Merum Wines, Picardy, Salitage Wines and Yanmah Ridge.

At the time of the launch of the Heartland Collection in June 2002, Australia Post had recently re-organised its transport network in WA’s South West and was well equipped to dispatch wine through its network of national and international courier networks from the cellar door.

Partnering with Singapore Post, the Heartland Collection offer was made to more than 40,000 Singapore households by direct mail, offering a choice of a six-bottle pack of red or white wine, or a dozen-bottle pack of red and white wines at competitive prices.

Orders were either faxed or mailed by reply paid envelope to the nearest Singapore Post Fulfilment Centre, or could be made in person with payment by credit card.

Building on the initiative, Australia Post then joined forces with Hong Kong Post to market the Heartland Collection in Hong Kong.

Wineries involved in the Heartland Collection offering have said that while sales through the Australia Post Fulfilment Solutions haven’t been as high as initially expected – due mostly to global conditions such as SARS affecting Singapore and Hong Kong markets – they are hopeful the initiative will improve sales in the future.

STANDING BY BUSINESS. TRUSTED BY BUSINESS.

Subscription Options