10 Mar Solütions: Mobile Experience for Wine Week Increases Sales, Reduces Costs
Each year, the New Hampshire Liquor Commission hosts “New Hampshire Wine Week,” the Northeast’s premier series of wine events. Orders placed at the various wine tastings and special events throughout the week have taken January from one of the NHLC’s slowest sales months in the wine category to one of its busiest, but not without growing pains.
Until this year, the process of ordering wine at the various NH Wine Week events was cumbersome at best; orders were taken manually with pen and paper and later entered into New Hampshire Liquor & Wine Outlets’ ordering system. At NH Wine Week’s premiere event, the “Winter Wine Spectacular,” juggling pen, paper and stickers — not to mention the time spent standing in line — seriously detracted from the event-goers’ wine-tasting experience.
To improve and enhance the wine-tasting and ordering experience and reduce NHLC administrative costs, wedü created an easy-to-use ordering and tasting notes app, which debuted at the Winter Wine Spectacular.
Accessed via URL or on-site QR code scans, the app allowed attendees to record tasting notes after chatting with renowned wine experts and sampling wines, and to search for wines by label, tasting table number or keyword. Attendees could then place orders directly from the app and select a NH Liquor & Wine Outlet location from which to pick up their orders.
Winter Wine Spectacular attendees who chose not to purchase wine on the evening of the event, but showed intent-to-purchase by adding selections to their ‘buy list,’ received an email the following morning offering “one last chance” to order their selections from the prior evening.
Throughout the user experience, the app helped customers unlock deeper savings by increasing their cart size to take advantage of the exclusive event-only discounts just by adding another bottle or two.
The app helped drive a 15% increase in wine sales at the Winter Wine Spectacular, and accounted for more than 20% of the orders placed that evening, far exceeding client expectations.
The app was designed as an open-ended solution that can be re-purposed for later events and promotions. We expect it to play a more prominent role in next year’s Winter Wine Week event to drive sales, as well as at other events. It is also designed to serve as a robust pre-ordering / in-store pickup app to offer customers a more convenient purchase experience during peak tourism periods and busy holiday seasons.