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Clearer digital strategy needed to communicate with customers
Wine companies should take inspiration from beer producers and use their digital strategy to better communicate with consumers, a leader Chilean producer has said.
Speaking to db recently, Soledad Lama, head of digital strategy at Concha Y Toro said the main goal was to change the usual approach that people have to company websites by focusing on the user’s experience and making it both educational and entertaining. This was likely to be more engaging than a corporate site purely talking about the company’s brands, vineyards and other corporate information.
“Customers are interested in brands and prices and want recommendations of wine for a particular experience,” she said, adding that the site approached the wine from the same way that the consumer does.
“When we originally designed the site, we thought about the experience and what would happen if companies swapped beer for wine,” she said. “We wanted to make it closer to the people [who drink the product] and also to the wine [as well]. “
As a result, the site’s blog includes food pairing recommendations, recipes, and a range of tips such as how to uncork and serve a sparkling wine, how to choose wines at the supermarket or restaurant, or how to host a wine tasting party.
There is also a section devoted to the company’s own wines, where customers can browse products by brand, winemaker, food pairing suggestion, origin or by awards. And for people interested in gleaning more depth and detail, the Winemakers Journal features a blog by its winemakers discussing the winemaking processes and looking at Chile’s different valleys and regions to highlight the different styles of the country’s wines.
“As a brand we think globally, although it is important to maintain our Chilean origins,” she said. “Our goal as a global company is to be in people’s lives at special occasions and we want to suggest to them the best wines to drink and make the experience better.”
As a result, the team is seeing visitors from the USA, Europe Latin America and Asia, driven by social media, in particular Facebook.
“The reaction has been good – there are lots of good reaction and traffic has grown. Increasingly we’re seeing comments on Facebook about people asking about the wines, about different grapes and lots of questions on [food] pairing.”
The website, which launched in November 2014, has recently reached 1 million annual visits, and is growing by more than 35%.
“Since we’re working in increasing this rate, we believe that our site will have more than 1.5 million annual visits in 2017,” Lama said.