Off-licence retailer Liquor Marketing Group (LMG) has strengthened its loyalty armoury and reach by acquiring Adelaide-based digital marketing software company Zen Global.

The deal will incorporate Zen’s digital marketing platforms to “complement” LMG’s digital marketing reach initiatives offering real-time stock on hand and order processing functions for LMG’s e-commerce platform and medium- and long-term benefits such as integrated gift card solutions and banner loyalty programs.

LMG supports 1400 independent operators in the liquor market under banners including Bottle Mart, SipnSave, Harry Brown and WA’s Thirsty Camel.

Zen CEO, Tom Jeffries, said the purchase provides Zen and its customers a partner with the alignment and resources to grow and enhance its platform to deliver digital marketing and retail solutions for the industry.

“Zen provides LMG and our members a great platform to further enhance our digital marketing and data connectivity,” added Gavin Saunders, LMG CEO.

“This transaction allows LMG to provide solutions that apply across the entire network and enhance our brands and our customer offers.”

Zen will continue to operate as a standalone enterprise with its own management and team.