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The Challenge.
Verve Wine, a prominent wine retailer with physical stores in New York City, Chicago, and San Francisco, faced a significant challenge: driving local and online sales with free delivery, as well as increasing wine club subscriptions for each of its three locations.
Their online sales were declining across all three stores, and the wine club had stagnated with a low number of subscribers. The competitive landscape had intensified post-COVID-19, and the overall wine category was experiencing a downturn. Verve Wine needed a comprehensive marketing strategy to address critical website and SEO issues and launch effective paid media campaigns to boost sales and subscriptions.
TheSolution.
Splurge proposed a two-phase marketing strategy for Verve Wine. Phase 1, a concentrated ~6-week sprint, focused on critical website updates and enhancements, SEO, and paid media preparation. The goal was to launch all updates and paid media campaigns by 2024. This included redesigning the homepage and wine club page of their existing Shopify website to improve user experience and conversions, optimizing page content, and resolving technical SEO issues for all three locations.
Phase 2 involved an ongoing monthly retainer focused on paid media campaigns to drive e-commerce sales/revenue and wine club subscriptions, commencing in 2024. Splurge also committed to setting up all necessary data and analytics tools, creating a dedicated dashboard for full transparency, and providing monthly performance reports.
-Some Aspects of the Verve Wine Strategy:
- Website Development & Design
Splurge redesigned the homepage and wine club page for all three Verve Wine locations within their existing Shopify website. The aim was to improve the user experience of these pages, increase conversions, and ensure they served as effective destinations for paid media campaigns.
- SEO Optimization
Metadata improvements were performed for main navigation pages (Homepage, Shopping, Wine Club, and Gifting). On-page content was optimized, and critical technical improvements were resolved across all three locations.
- Paid Media Management
Splurge developed the paid media strategy, including all creative and asset design and copywriting, specifically to drive e-commerce sales/revenue and wine club subscriptions. It's important to note that media placement costs were not included and were paid directly to the platforms.
- Integrated Marketing Plan & Strategy
Splurge offered a marketing program combining digital experience, analytics expertise, and creative talent to build marketing strategies and campaigns designed to achieve key business KPIs. This program was designed with the flexibility to adjust investment as the business scales and evolves.
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