From: Disconnected Touchpoints Across Brands
To: An Integrated Brand Ecosystem
Arterra Wines harbored ambitious goals, aspiring to propel growth and relevance through innovation, direct-to-consumer sales, and driving growth in third-party retail channels across Canada—embracing platforms such as LCBO, SAQ, and various Grocery chains.
A unified experience requires a connection across digital and store
Our Approach
We proposed a comprehensive Omni-Channel strategy. This approach seamlessly connected their retail stores (Wine Rack), microsites (Wine Rack, Inniskillin, Jackson Triggs), and their 32 estate experiences through a newly envisioned digital and loyalty platform. This transformation ensures a unified and interconnected experience across all facets of their brand portfolio.
Ecommerce
Unifying the customer experience with a new multi-navigational header, one login, and checkout across all Arterra websites allows customers to explore the full spectrum of brands offered by Arterra. This seamless approach also empowers customers to choose the best delivery or pickup options available no matter where they live.
Localizing the digital experience to the nearest customer community and personalizing content based on what’s trending and in-stock at a local Wine Rack, LCBO, SAQ, or Estate enhances the individualized experience for each customer.
Loyalty
"Pop and Pour Rewards" is a new loyalty program designed to interconnect Arterra's major brands. This innovative program allows customers to accumulate rewards on any Arterra wine purchase, which could be later redeemed for exclusive offerings, gifts, experiences, and incentives. Beyond enhancing customer engagement, the program facilitated the collection of valuable customer data, ultimately driving direct-to-consumer (D2C) sales. Leveraging key third-party channels served as a growth mechanism, deepening connections with customers and fostering increased loyalty.
How It Works:
Customers purchase a bottle of wine from one of Arterra's 35+ brands available in an LCBO, SAQ, Grocery stores, Wine rack or Estate.
At home, customers peel the sticker on the bottle to reveal a QR Code.
Scanning the QR Code enables customers to earn rewards, ranging from concert tickets and meal vouchers to exclusive clothing and more. This engaging process not only rewards customer loyalty but also contributes to a more personalized and enjoyable customer experience.
Virtual Shopping
Creating a live connection between customers and in-store associates at wine racks nearby, accessible from any channel (LCBO, Website, App, Estate), ensures customers receive the knowledge and experience they expect when selecting wine. One-to-one virtual shopping is a live interaction between a product expert and a customer, taking place through a video call. It allows Wine Rack to provide personalized assistance and guidance to customers in real time, and increase conversions online by connecting product experts closer to customers, replicating the in-store experience in the digital realm.
My Role:
Leading a dynamic team of creatives, business consultants, and brand strategists, my primary focus was spearheading the customer experience strategy. This encompassed conducting qualitative research, mapping customer journeys, and facilitating client interactions. Building on these insights, I crafted the core experience parameters and provided the initial wireframes and new journey. These served as a blueprint, guiding our creative team in expanding and refining the envisioned customer experience.
Team:
Lead, Customer Experience and Digital Strategy: Kevin Hisko
Business Consultant: Andrew Lee
Creative Direction, Digital: Bronwyn Anderson
Creative Direction, Brand: Ocean Ronald
Creative Direction Enviro: Cristiano Cartolano
Senior Art Director: Lora Leclair
Writer: Andy Lyberopoulos