There is no point in opening a channel if it is not going to be attended to correctly. Speaking of each phase and to give some examples, to achieve attraction we must have visibility in all the media where our clients are: websites, blogs, social networks, games, and impact with interesting content for them.
This content and the way of communicating can vary depending on the channel we are using. Today, with the technology we have, it is possible to know the tastes of customers and be able to offer content of interest to them and impact different channels until achieving the desired conversion.
We at Vinopremier carry out a multitude of online campaigns to attract users to our website and to our network of physical wine stores both in Spain and Mexico, where we currently have a presence.
We will soon open in Portugal and we are already studying the market and the wine consumer there, since for us the user experience is very important and the world of wine offers us many possibilities through our wine cellars and the network of physical stores, carrying out training courses, tastings, product samplings and events that build customer loyalty very well.
We also have a Premier Members club that offers a series of advantages both online and in physical stores.
How do you rate aspects such as efficient logistics or unlimited return policies of some brands?
Anything that facilitates delivery seems very interesting to me and I think that one of the challenges for the coming months and years is to improve and adapt logistics to the growth of online sales.
We have already seen that when there are significant peaks such as Black Friday or Christmas campaigns, logistics companies become saturated and sometimes the user experience is broken after a lot of work and prior investment.