Winery-Marketing Case Study
01. The Challenge
Charles Krug is one of the most recognized wineries in America and an award-winning brand with shelf presence in over 40 countries. The company’s multi-channel sales strategy includes on- and off-premise sales as well as direct-to-consumer online ordering. In each scenario, its website is an important touch point for those looking to learn about or engage in the winery. That includes finding appropriate business contacts, making a reservation at its restaurant, or finding your next favorite bottle for a family engagement.
The company’s oldest vineyard has been in production for more than 150 years, but that type of legacy without adapting to industry trends. Over the last fifteen years, the online ecosystem has become increasingly important to the brand’s bottom line and it viewed direct-to-consumer (EDtC) as an increasingly larger part of its business model. The winery’s marketing team contended with a variety of third-party ecommerce brands for online market share though sometimes competing with its own products. It needed a way to build loyalty for its direct-to-consumer offering.
02. The Solution
“The FoH team was great to work with. Finding such a wide range of expertise in the winery space can be a challenge. They were able, not just to parity our existing product and category landing pages, but to make a wide range of suggestions that would improve them”– BILLI REUSS
03. The Result
Front-of-House’s passion for the wine industry, digital marketing expertise, and experience partnering with customer retention marketing developers like bLoyal made it the obvious choice for the project. We completed the updated eCommerce portal in just over six weeks, receiving universally positive feedback and excitement from the company’s leadership team.
As customers engaged with the brand’s new direct-to-consumer and loyalty programs, the winery gained additional repeat buyers not only returning to its site more often, but making additional purchases based on accumulated discounts and special membership offers. The combination of more easily discovered products, an easy to understand shopping experience, and increased brand loyalty helped the business increase online sales and grow their fan base.
If you’re a winery looking for website design and development or other digital marketing expertise, we’d love to support your next project. Let us know how we can help.
