Majestic’s new Christmas ad heroes its ‘store somms’
UK wine specialist retailer Majestic is launching the first of two Christmas TV ads this evening, which will showcase its in-store ‘sommeliers’ and the importance of offering customers expert advice when shopping.
The first ad launches on primetime ITV this evening (6 November), focussing on how Majestic’s “Store Sommeliers” can help shoppers discover “the right wines to enjoy with their family and friends during the holiday season”, the retailer said, while also highlighting Majestic’s own-label Parcel Series range.
The ads are part of a wider ‘Our Store Sommeliers, Your Majestic Christmas’ multichannel brand campaign, focusing on the knowledge across the retailer’s in-house teams, which includes more than 1,000 staff who have been educated through the Wine and Spirit Education Trust (WSET).
The new campaign comes in response to a survey compiled by the retailer, which found that 82% of respondents (2,000 customers) said that in-store staff regularly influenced their purchases, with 58% saying they would be “actively” seeking the advice of store colleagues when selecting wines for Christmas. In addition, more than a third (34%) stated that advice from qualified staff in store, or the ability to try wines at Majestic in-store tasting counters “would have the single biggest influence on their purchases this Christmas”.
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It also found that customers are prepared to pay an average of more than £10 a bottle for wines for Christmas – by a whopping 83%.
Majestic managing director Elizabeth Newman said that one of the things Majestic prided itself on was “the unique and unparalleled shopping experience we offer to every single customer that comes through our doors”.
“The passion and knowledge of our colleagues in stores is absolutely at the heart of that, and it felt natural to bring them to the forefront as the heroes of our Christmas campaign,” she said. “It really is like having your own personal Store Sommelier when you visit Majestic. Our ability to connect with customers and help them discover new wines, beers and spirits they will love is something that no-one else can do, and we know how important that is for everyone at key times of year like Christmas.”
In the run up to Christmas, Majestic will host free wine tastings seven days a week to help customers discover new wines and try a selection before committing to a purchase. Its ‘store sommeliers’ also offers tasting notes and expert advice.
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