Liberty Traralgon
Happiness served daily!
Located east of Morwell, Traralgon is the largest city in the Latrobe Valley, home to much of Victoria’s power generation. The town is known for its iconic 1887 post office building, a proud landmark in its bustling centre.
Amid this thriving community, Liberty Traralgon has become a true local one-stop shop, offering fuel, food, coffee and everyday essentials with a focus on service and quality.
A Conversation with the Operators
Launched at the peak of COVID-19, Liberty Traralgon faced immediate challenges. Operators Sunil reflected on his journey and the guiding principles that shaped the stores’ success.
One key question framed his vision: “Why should customers choose our store?”
The answer was built on six non-negotiable principles:
Competitive Fuel: Consistently the lowest prices in town, supported by strong Liberty backing and strategic pricing.
Clean Pumps: Spotless fuel pumps maintained to the highest standards, no exceptions, first impressions matter.
Clean Toilets: Golden Loo program with New Sunrise driving positive customer perception and repeat visits.
Gondola Ends Compliance: 100% compliance to boost product visibility and maximize impulse sales opportunities.
Quality Food: Second-biggest category after drinks. Motto: “Clean food always brings customers back.”
Outstanding Customer Service: Local team delivering warm greetings, consistent upselling and genuine customer focus.
Driving Sales Growth
Strategic initiatives have delivered measurable results.
Enhancing Store Layout: Optimised product placement to guide customers and highlight high-margin products for maximum impact.
Food-to-Go Expansion: Added fresh and convenient meal options to meet changing customer tastes and busy lifestyles.
Investing in Staff Training: Build a service-first team culture through New Sunrise Accelerate training programs.
What categories have led increases and why?
We’ve observed significant growth in:
Food-to-Go: Fresh, convenient meal options resonate with busy customers seeking quick solutions.
Impulse Purchases: Strategic placement of snacks and beverages near checkout areas boosts add-on sales.
Community Focus: Understanding local needs and preferences drives product selection.
What are 3 areas you focus on to ensure the success of your site?
Customer Experience: Prioritising friendly service and creating a welcoming atmosphere that encourages repeat visits.
Product Availability: Ensuring shelves are well-stocked with in-demand items when customers need them most.
Community Engagement: Participating in local events and supporting community initiatives to build lasting relationships.
Partnership with New Sunrise
The support of New Sunrise has been pivotal to Liberty Traralgon’s growth.
Strong Promotional Support: Aggressive pricing, structured campaigns, bold POS, and market-leading deals like $1 Mars Bars, $2 Cool Ridge 750ml, and $2 Little Trees drive foot traffic from competitors.
Operational Guidance: Insights into best practices and industry trends to stay ahead of the competition.
Training Programs: Accelerate training tools that lift both service quality and operational efficiency.
Bulk Purchasing Power: Access to competitive pricing and exclusive deals that improve margins and customer value.
Key Takeaways
Liberty Traralgon’s journey highlights what it takes to deliver convenience retail excellence.
Clear Principles Work: Six non-negotiable standards created consistency and accountability across all operations.
Partnership Matters: Strong relationships provide competitive advantages and operational support.
Community First: Understanding local needs and building relationships drives sustainable growth.
Execution Excellence: Consistent implementation of standards and continuous improvement deliver results.
Congratulations to Sunil and Waseem, your dedication to excellence and customer service continues to inspire. Here’s to continued success in serving the Traralgon community!
