TOTAL WINE & MORE'S FIRST DELIVERY CAMPAIGN LAUNCH:

BRINGING THE IN-STORE EXPERIENCE TO SHOPPERS AT HOME AND BEYOND

ABOUT:

In the midst of the COVID-19 pandemic, many brick-and-mortar retailers struggled to adapt to the new normal. Total Wine & More, whose business was built on providing a personalized in-store experience, faced a unique challenge. With restrictions on in-person interactions and events, the company had to quickly pivot and find ways to guide customers through a new online shopping experience.

GOAL:

Our goal was to make the transition to online shopping as seamless and enjoyable as possible for our customers, many of whom were used to making purchases only after interacting with a store staff member. We wanted to find a way to replicate the in-store experience and build trust with our online shoppers, so they felt comfortable making purchases without the help of a staff member.

SOLUTION:

To achieve this, we introduced Tim – a light-hearted staff member from one of our stores. Tim's friendly smile and expert "recommendations" became a bridge between our customers and the online shopping experience. With Tim's help, customers could feel comfortable making purchases online and trust that they were getting the same personalized service they would receive in-store.

The success of Tim's introduction led to the development of our first delivery campaign. We brought the in-store experience to our customers' doorsteps with a customized delivery logo and monthly email promotions. Even after the campaign ended, Tim's smiling face continued to champion our delivery services and reinforce our commitment to providing a personalized shopping experience.

In summary, Total Wine & More's first delivery campaign was a successful adaptation to the challenges posed by the pandemic. By bringing the in-store experience to our customers at home and beyond, we built trust and continued to provide the same level of personalized service that our customers have come to expect from us.