Liquor retailer Dan Murphy’s is raising a glass to two major milestones in 2025: 10 years of its My Dan’s member program and a historic return to its original Chapel Street location in Prahran Arcade, where Dan Murphy himself opened the first store in 1952.
“Prahran Arcade on Chapel Street is where it all began for our brand,” said Agi Pfeiffer-Smith, Dan Murphy’s Managing Director.
“This year, we’re not only honouring our founder’s vision but also celebrating the loyalty of millions of Australians who continue to make Dan Murphy’s a part of their everyday occasions.”
My Dan’s, which launched in 2014, has grown to 5.5 million active members, making it one of the largest member programs in Australia.
Scan rates have increased from 23% in 2015 to 83% today and My Dan’s members spend on average almost double that of non-members per basket. Customers are getting value out of the program with members landing on average $15 in benefits each time they shop (basket transactions) and $6 per product.
“Low prices are in our DNA, and combining our Lowest Liquor Price Guarantee with the benefits of My Dan’s ensures our members get more – more of our great value, range and service,” explained Ms Pfeiffer-Smith.
To celebrate the milestone, Dan Murphy’s launched the “Here’s to 10 Years” campaign last month, offering members exciting offers and benefits.
“It’s our way of saying thank you to our customers and offering them something truly special,” said Ms Pfeiffer-Smith. “Whether that’s access to exclusive member offers, priority access to limited edition pre-orders or exclusive invites to member-only events.”