Bordeaux Wine Investments

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With so many online wine merchants to choose from, creating a sense of brand differentiation is vital for any company wishing to appeal instantly to its target audience.

Over the past two years we have helped Bordeaux Wine Investments build its online presence and support its services for private clients worldwide who buy, collect, consume and invest in fine Bordeaux wines.

Due to their ability to secure highly sought after wines that are in short supply, BWI have been supremely successful. Their digital strategy complements existing client services and enables them to engage cost effectively with clients in emerging economies.

Challenge

Develop an online solution to support BWI’s unique wine services, retaining existing customers and opening new markets.

Solution

We designed and developed a website to support clients who collect, consume and invest in fine Bordeaux wines. The backbone of the digital strategy is a flexible, technical framework with back-office system integration that supports fine wine commerce and En Premieur releases, as well as promotional and social channels.

Because BWI have very different types of clients with varied needs (which cut across buying to consume or buying to invest), we developed a multi-layered navigational interface so that customers can find what they’re looking for without having to be a wine expert.

Our research into the buying habits and motivations of wine connoisseurs allowed us to segment the target audience and sell more effectively. In-depth interviews revealed that BWI needed to appeal to drinkers and investors (or both), from new to experienced, modest to rich.

Allowing BWI to access broader domestic and international markets, significantly capturing share of wallet in the emerging and increasingly lucrative Hong Kong and Chinese markets, we created greater initial visibility with Search Engine Optimisation (SEO) and then deeper reach with social media networking. As well as generating debate and publicity to the faithful, it allows investors to create community and share portfolios, ultimately stimulating spend.

Results

We helped BWI develop their unique services online, retaining existing customers and opening up new markets.

The integrated solution has supported and driven sales in emerging wine investor economies, as well as supporting direct sales.