Toasting customer experience with digital marketing at Virgin Wines

Australian wine producer adopts new email marketing solution and gains efficiencies with workflow and automation based on customer experience and events

As a small wine marketer launched in Australia in late 2010, Virgin Wines has been heavily reliant on digital marketing to build its brand position and sales.

A core component of that strategy has revolved around email marketing, which over the last two-and-a-half years has delivered revenue growth of between 30 and 40 per cent and become a key component of the company’s marketing strategy.

But with its previous email service provider failing to offer a value-for-money solution, in mid-2012 Virgin Wines began seeking an alternative. “We wanted to improve targeting and segmentation and ultimately make email a more relevant customer experience,” said Robert McGeachie, Virgin Wines’ digital marketing manager.

“We wanted a self-service application that was integrated with our other IT systems, and our in-house design team felt confident using.”

A search of local email service providers uncovered most were high cost in comparison to other markets that Virgin Wines’ parent company, Direct Wines, was operating in. With his counterparts in the US having been long-time users of the e-marketing platform from North Carolina-based company, Bronto Software, McGeachie decided on a trial run.

The results were pleasing. McGeachie said Bronto met Virgin Wines’ requirements on a number of fronts including fast integration, self-service management, customised reporting and visibility of customers on an individual level, as well as delivering the sough-after cost savings.

“We also had a couple of online demonstrations from the Bronto sales team which allowed us to discuss any questions or concerns we had,” McGeachie said.

Another benefit of Bronto was that it enabled Virgin Wines to introduce workflows and automation based on customer events. “This, combined with the significant cost savings gained through the strength of the Australian dollar, gave Bronto a competitive edge,” he said.

Virgin Wines’ marketing and design team had four training sessions with Bronto in the month before the system went live, and since then has found live chat support to be sufficient for handling any subsequent issues.

While McGeachie said a true comparison between Bronto and the previous system is difficult to estimate, Virgin Wines has certainly benefitted from the ability to easily drill down in its customer base to target individuals with more relevant content. The company is also able to generate emails based on events such as sign-up and abandoned shopping baskets.

“Email is part of a multi-channel approach at Virgin Wines,” McGeachie said. “We need it to integrate into the whole experience rather than sit as a standalone channel.”

Even so, the new system is certainly pulling its weight, with McGeachie claiming email sales have grown by 50 per cent in the year since Bronto was implemented.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...

Jeff

Versa launches bot-activated website

Read more

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in