Objectives

Wine.com.br was born more than 10 years ago as an online business and grew up to be one of the largest wine club communities in the world. The brand has +230.000 associates that receive monthly the curation of 2 bottles and a custom magazine in their households.

Business model combines a subscription plus additional sales for members with special benefits, such as 15% discount in portfolio, free or discounted shipping (depending on region) and 3x more cashback in the rewards program WineUP. A Wine Club member reaches an average of 40 litters/ year where an average Brazilian ranks 2 litters/ year.

Company saw an opportunity of a new consumption occasion: convenience shopping. Wine has always operated in the planned part of demand (shipping in 2/3 days) and felt the need to cater to the non-planned part, the last minute, instant consumption.

Wine O2O Objectives:

1. Cater primarily to club members. Stores where implemented in areas with high concentration of associates. Stores features additional exclusive portfolio and promotions to enhance the experience vs. subscription/ e-commerce.

2. Fully integrated shopping experience (on premise and delivery) via our APP Wine Vinhos. Our APP is the cornerstone of our customer experience. In store, customers can scan and check out products directly in it. At home, in a range of 3 to 10 km (depending on the city) they can directly access store inventory and have their order express delivered.

3. Recruit new club members, creating an additional community of wine lovers.
 

How were the objectives met?

1. A heat map of members zip codes guided the location and real state negotiation. Store's façade echo the WINEBOX our subscribers receive monthly. The mix portfolio of online best sellers and store exclusives keeps visit interesting. A targeted communication is used invite members to stores. Currently more than 75% of store sales are done for members. Preliminary 2021 data shows that omnichannel customers (Wine Club + E-Commerce + Stores) have an average ticket 17% higher than online customers (Wine Club + E-Commerce).

2. Our members are used to shop via APP or mobile, we wanted to keep the store experience as familiar as possible. Either on premise or via delivery our subscribers can browse, check for promotions, and complete a full purchase cycle in their own hands. In store they can scan the QR codes in each product label. At home when they open our APP they can choose either to browse online (full catalogue and 3 days delivery) or in the nearest local store (same day delivery). In stores, 75% of revenue is generated via our APP. A lot of effort was also put into staff training and incentives.


3.The tasting machine (enomatic) helps customer explore the wines featured in the month selecion helping buyers make a more informed decision. When a customer becomes a member he has instant pickup of his month selection and magazine. Every month the stores recruit an additional 100 new club members to our base.

Location: Vargem Grande Paulista, SP, Brazil

Submitter: Equipa Group

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