goodwine rewards customer loyalty with Salesforce
Seafood washed down with a full-bodied Viognier. Grilled vegetables paired with crisp Sauvignon blanc. Wild quail complemented by a rich Malbec. Wine culture is relatively new to the Ukraine, but specialist in healthy food and drink retailer, goodwine, is on a mission to get more customers raising a glass.
“Ten years ago, no one dreamt of buying wine from abroad, but that’s starting to change,” said Luiza Zdebska, Head of CRM at the trailblazing company that imports 95% of its wines. “We’re changing opinions, and have started to establish a new wine culture in the country.”
goodwine has four shops in Kiev and an online retail business, attracting around 50,000 in-store customers and 20,000 online. It’s seen a real boom in its web business, with sales of bottles growing by 45-50% in the past year. But rather than simply widening its net, the retailer wants to encourage greater loyalty and diversify its customers’ shopping carts.
“We primarily attract a certain type of customer; the wealthy wine connoisseurs, and people shopping for a treat. But we want to reach out to a wider demographic to encourage greater interest in wine culture,” explained Zdebska. “Salesforce lets us get to know our customers, so we can send them personalised offers based on the products they like, and hopefully attract more frequent orders.” The company currently sends out around 100 personalised offers every month.
Getting smarter about customer loyalty
In 2016, the company decided to relaunch its customer loyalty programme. “We realised that by building our programme on a smarter CRM system we could get deeper insights into our client base with data analytics,” said Zdebska.
The team selected Salesforce due to its reputation as the number one CRM platform to transform its marketing processes and automate core tasks. “Salesforce integrates really well with our ERP sales system, website, and customer app, which is important for building a bigger picture of the customer,” added Zdebska.
Automating the customer journey
Today, Marketing Cloud underpins communications from the loyalty programme for almost 50,000 members, segmenting customers based on their purchase history so the team can offer relevant discounts and gifts, upcoming products or exclusive wine vintages.
Rather than making educated guesses about customer tastes, the company conducts interviews to understand what they shop for, to help introduce customers to a wider range of products. “We’re building segments based on these learnings, however, in the future we want to use machine learning using smart algorithms. We’ll be able to leverage predictive analytics, but for now responding manually means we’re giving our customers the best possible experience, which is the most important thing,” said Zdebska.
Einstein is used to divide customers into four groups - WinBack, Window Shoppers, Selective Subscribers, and Loyalists - based on their behaviour, so the team can understand how likely they are to respond to an email campaign or to view content on the website. Communicating with people at the right time and on their chosen channel is key to improving engagement rates and satisfaction.
When a user registers on the app, Marketing Cloud has access to their purchase history and can further segment customers to offer an even more personalised experience and generate push notifications. “This is great because if we see someone likes an Italian wine, for example, we can send them a 10% discount on it or just inform them about a new Tuscan wine,” said Zdebska. “Once a customer is in the store, they’re more likely to pick up a few other items as well, so smarter marketing is helping to boost incremental sales and increase revenue.”
Improving marketing campaigns with better metrics
As well as freeing up the team with automation, Salesforce also unlocks a huge wealth of insights to help the retailer make smarter decisions. For example, since using Marketing Cloud, the website conversion rate has increased by 60% in three years, with more customers clicking on marketing automated email journeys and making a purchase online.
The company is also tracking KPIs such as the frequency of orders, so if a customer shops less often they can be targeted with content built around their favourite products. “Doing this has helped us increase the frequency of repeat orders online by 40% over three years,” added Rodionova.