Learning and memory for any business is a key behavioural factor that should be used to their advantage. Learning by definition is a change in your long term memory, And if a business can become apart of your memory, then they have already done their job. There are four main types of learning;

Cognitive learning- A theory of learning based on mental info processing, often in response to problem solving

Classical conditioning- occurs when a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone

Instrumental conditioning- Learning to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes

Modelling- Occurs when people watch the actions of others and note the reinforcements they receive from others

For Dan Murphy’s, you could say that they explore all aspects of learning, however i will be exploring how they use instrumental conditioning. This type of learning is based on reinforcement, where a positive or negative outcome can influence the likelihood that a specific behaviour will be repeated in the future to a particular response to a stimuli.

This is explored through a number of different loyalty schemes that DM put into place. Whether it is discounts for members, that being “My Dan Murphy’s” which is a rewards program that gives you immediate access to benefits including exclusive offers, major competitions and member-only events. Or a simple tasting of a variety of products for any customer.

These positive outcomes for their customers, are as profitable for the company as anything else as they are giving their customers an experience through discounts and free learning experiences of their products which will in turn lead to more sales.

References

Danmurphys.com.au. (2019). [online] Available at: https://www.danmurphys.com.au/tastings [Accessed 26 May 2019].

Dan Murphys. (2019). What is My Dan Murphy’s?. [online] Available at: https://help.danmurphys.com.au/hc/en-us/articles/360000054016-What-is-My-Dan-Murphy-s- [Accessed 26 May 2019].