Majestic Wine knows that when it comes to the daily red (or white, or rosé), it’s personal.
To capitalize on their customer’s individual palate and preferences in order and to create a full-scale customer experience, the Maidenhead UK-based company now personalizes their messaging based on their customer’s location and behaviors, using SDL’s eCommerce platform.
The new initiative is part Majestic Wine’s wider omni-channel strategy that incorporates SDL’s technology to improve website search and navigation and to enable smarter merchandising to reach customers in a more relevant way. Now, customers shopping online can have a similar experience as they would shopping at a Majestic Wine store – just in time for the busy holiday season.
“This technology is helping us to raise the bar in such a competitive marketplace,” said Richard Weaver, ecommerce director at Majestic Wine, in a release. “We believe relevancy and personalization is the key to rising to the omni-channel challenge.”
Majestic Wine: Use Data to Offer Most Relevant Wines
Today, it’s not just the nose or the palate that dictates which wines will sell the best. It’s also in the numbers. Majestic Wine uses SDL Campaigns to segment the customer database to reach customers based on their wine preference, location and local store stock. Special offers are sent to the customer’s preferred channel or device.
SDL technology also enables Majestic Wine to offer wine suggestions to specific customers based on their behaviors and location. It benefits the customer because it makes it easier for them to find the wines they want. It benefits the company because it’s faster to deliver the product and establishes a relationship to further loyalty.
And it can help local wineries, too.
“Take sparkling wine, which is popular at the moment as an example. Because of the integration between our website, our stock system and SDL eCommerce, we’re able to offer our customers in Tenterden a broader range of wines from the local Chapel Down winery than we offer nationally, because that’s what’s in stock locally,” explained Weaver.
And he said this avoids something else wine sellers and wine drinkers alike loathe.
“The customer ‘out of stock’ disappointment.”