Liberty Kalgoorlie
Your Local Servo With Heart!
Located in the historic city of Boulder, Liberty Kalgoorlie first opened its doors in March 2019 and quickly established itself as a trusted destination for fuel, convenience, and friendly service. In September 2023, the business faced one of its biggest challenges when a devastating fire forced the store to close. After nearly two years of rebuilding, Liberty Kalgoorlie proudly reopened in May 2025, welcoming back customers who had greatly missed their local service station.
Situated in Kalgoorlie-Boulder, Australia’s largest outback city, the store serves a diverse customer base that includes local families, mining workers, tradespeople, and travellers passing through the Goldfields region. Located approximately 595 kilometres east-northeast of Perth, Kalgoorlie is renowned for its rich gold rush history, impressive heritage architecture, and the world-famous Super Pit gold mine.
Today, Liberty Kalgoorlie continues to thrive by combining highly competitive fuel pricing with exceptional customer service, quality convenience products, and strong community connections.
Driving Growth Through Customer-Focused Initiatives
Store Operator Sandeep has focused on implementing practical initiatives that increase customer engagement and drive sales growth. A key strategy has been the active promotion of Red Hot Deals at the checkout counter, taking advantage of a high-traffic impulse purchase zone.
Communication plays a vital role in the store’s success.
Team members are trained (all the staff have completed Accelerate training) to confidently explain promotional offers and helping customers maximise value while encouraging additional purchases.
The store has also successfully leveraged partner programs such as Jill & Jack’s Daily Pies & Rolls, created additional promotional opportunities and increased customer engagement. These partnerships have helped drive store traffic, strengthen customer loyalty, and support continued sales growth.
Consistent Focus on Performance
For Sandeep, sustainable success comes from consistency in the fundamentals.
One of the key areas of focus is customer-focused upselling. Rather than using aggressive sales techniques, the team recommends relevant products that genuinely add value to the customer’s visit. Whether it’s suggesting a coffee with a pie combo, a cold drink with fuel purchase or highlighting a promotional offer, the goal is to enhance the customer experience while increasing transaction values.
Maintaining a clean, welcoming store environment is equally important. Customers expect a service station to be convenient and reliable, and Liberty Kalgoorlie delivers by ensuring shelves are fully stocked, displays are professionally presented, and facilities are spotless. Particular attention is paid to restroom cleanliness (Golden Loo) which consistently contributes to positive customer feedback.
Customer feedback is also a valuable tool for continuous improvement. The team actively listens to customer comments and observations, using this information to identify opportunities to improve service standards, product offerings, and the overall shopping experience.
Product Categories Delivering Strong Growth
Several product categories have performed exceptionally well and continue to contribute to the store’s success.
Beverages, including energy drinks, bottled water, soft drinks, and juices, have experienced strong growth through strategic placement and promotional activity. High-visibility displays and value-driven multi-buy offers encourage impulse purchases and help increase average transaction values.
The fresh food and coffee category has also become a significant growth driver. Recognising that many customers visit service stations for quick and convenient meal solutions, the team has focused on ensuring fresh products are consistently available, well-presented, and promoted through attractive meal deals. Combining coffee with fresh food items such as sandwiches, wraps, pastries, and breakfast products has proven particularly successful.
Another standout performer has been the Jill & Jack’s range of pies and cookies. The freshly baked pies provide a convenient and satisfying meal option for customers on the go, while the cookies offer an appealing snack or treat. By pairing these products with coffee and beverage promotions, the store has created additional sales opportunities while enhancing value for customers.
The Value of Sunrise Local Support
New Sunrise has played an important role in supporting Liberty Kalgoorlie’s success through a variety of business resources and development opportunities.
Monthly promotional campaigns are supported by professionally designed point-of-sale materials, including posters, shelf talkers, window signage, and in-store displays. These materials create strong visibility for
featured products and promotions, helping customers easily identify offers and increasing promotional sales performance.
The New Sunrise Accelerate Training Program has also provided valuable development opportunities for team members, helping them strengthen customer service skills, product knowledge, sales techniques, and operational capabilities.
Access to the Members Portal has also been extremely beneficial. The portal provides operational resources, training materials, promotional updates, and planograms that assist with effective merchandising. Following planograms helps maximise shelf space, improve product visibility, and maintain a professional store presentation.
Looking Ahead
Over the next 12 months, Sandeep’s focus is on continuing to grow sales while delivering an outstanding customer experience.
A key priority will be further expanding the Jill & Jack’s pies and cookies range alongside the store’s coffee offer through combo deals and value-focused promotions. These initiatives will help increase average transaction values while providing customers with convenient, high-quality food and beverage options.
Customer service excellence will remain at the heart of the business. By continuing to greet customers warmly, respond to their needs, and provide a positive in-store experience, the team aims to strengthen customer loyalty and encourage repeat visits.
“Wishing Sandeep and his team all the best as you continue to drive the success of Liberty Kalgoorlie. Your hard work, dedication, and focus on customer experience is truly inspiring.”
