Bishop’s Cellar is an Atlantic Canadian retailer of wine, beer, and spirits, holding one of very few private liquor licenses in Halifax, NS. Bishop’s Cellar turned to Kula Partners to help them replicate their incredible in store experience. We built a responsive, UX-focused website integrating a robust network of product selectors that makes purchasing wine, beer and spirits from mobile and desktop devices surprisingly (and almost dangerously) simple.
Once the mechanism to purchase wine online was in place, our focus turned to changing consumer habits—in a strictly regulated province like Nova Scotia, purchasing wine online seemed like a foreign concept to most of the market. We created the Wine Wednesday promotion to encourage online shopping for the holidays and aid in familiarizing the existing customer base with the process of purchasing wine online.
This 7 week campaign resulted in a substantial increase in top line revenue, with:
- 3,600 Bottles of wine sold
- A 396% increase in online revenue compared to the same time frame the year before
Of the customers taking part in the promotion:
- 238 made their first-ever online purchase of wine as a result of Wine Wednesday
- 100 of those customers made an additional (unprompted) online wine purchase during those 7 weeks on a day other than Wine Wednesday
HubSpot email nurturing was implemented for first-time online buyers. From here, we ran smaller campaigns—such as offering discount codes in exchange for a small amount of information—to further segment our contact database into Personas in order to market to them more effectively.
Most recently, we’ve developed an interactive quiz template which allows Bishop’s Cellar to create Buzzfeed-style quizzes which can recommend products to the user—also giving them an opportunity to share their results on social media.
- Google Merchant
- Interactive Content