Accolade Wines is one of the world’s largest wine companies by volume, with a global reach of more than 140 countries.
One of its brands, St Hallett’s Winery, represents the spirit and soul of wine-making in the Barossa. It has established a reputation for making wine with exceptional quality and character and its Wine Club offers members exclusive benefits - from price discounts to seeing the winery in action or receiving limited release wines.
Over time, it has grown and changed and reinvented itself, to achieve a rare distinction as one of Australia’s most respected wine brands. Accolade Wines historically communicated with the St Hallett’s Wine Club members via email. In Easter of 2019, it ran a campaign consisting of multiple emails sent out over a two-week period to increase sales and build awareness of the brand.
It wanted to communicate with an audience that understands and appreciates their current and vintage range, at optimum times to maximise wine purchases. Ovato offered both the technology and the strategy to reach as much of the target audience as possible for the brand, at the right times.
Ovato offers both the reach and the data to identify as many relevant people as possible for the brand.
Accolade Wines was looking for new strategies to enhance its Easter Wine Club campaign for the St Hallett wine brand, to increase sales and build awareness of the brand.
Ovato suggested integrating SMS, via the Ovato technology platform TractionNext, as a secondary campaign element to complement its existing email marketing strategy. Including this additional element to the campaign gave a sense of urgency over the Easter long weekend.
The St Hallett’s Easter Wine Club campaign consisted of four emails sent out over a two-week period.
An SMS campaign was launched two days after the final email reminder, targeting a South Australian customer base of around 7,000 people.
This multi-channel strategy aimed to drive traffic to the St Hallett website via email, while SMS was used to bring people to the Cellar Door, located in the heart of the Barossa Valley.
10,933 / 4,668
27.82% / 98.89%
0.12% / 0%
The SMS campaign resulted in five times the amount of orders compared to email, with an increase in gross sales of 374 per cent. It also generated a 191 per cent increase in website traffic, while attracting many customers to the St Hallett Cellar Door in foot traffic. Following the success of this SMS campaign for St Hallett, Accolade Wines is now looking to roll out similar multi-channel strategies across all their brands.