13th July 2017 London, UK
Webtrends, the global leader in digital marketing optimisation, today announced a new partnership with Virgin Wines, the UK’s foremost online wine retailer.
Norwich based Virgin Wines believes that connecting with their customers is extremely important and with being an online only retailer, the use of digital is paramount in delivering a great customer experience. With a vibrant use of Facebook, Twitter, Instagram and their website, it’s imperative that their customer journey is a cohesive one.
With the imminent launch of a brand-new platform and a brand-new website, Virgin Wines were looking to establish a relationship with a new optimisation partner to maximise the new sites potential. Having a clear and mature understanding of optimisation, an already heavily segmented customer base and a defined customer acquisition and retention plan, Virgin Wines needed a partner that ticked every single box and could hit the ground running immediately.
Virgin Wines undertook a rigorous path to finding a new supplier, with an extensive 17-point checklist to ensure they picked the right one. Having invited several technology companies to pitch, they realised that Webtrends was the only company that ticked all 17 points, offering a wide range of technologies and flexible services.
Webtrends Optimize offered a combination of self-service and managed service that could enable Virgin Wines to create tests and targets quickly with the knowledge that additional support from Webtrends experienced optimisation consultants was available as and when needed.
As speed was of the essence, things needed to happen very quickly – From an initial discovery meeting to technology integration took just 25 days to complete and was conducted in a clear and candidly honest manner that laid the foundations for a fruitful future partnership.
Stuart Brown, Head of E-commerce commented “We needed to act fast and choose a supplier that could meet our stringent requirements and work alongside my own team. Webtrends not only met every requirement, but also were passionate and transparent about what they could offer us. I look forward to us working together.”
Although still early days, the signs are promising. The new site was launched last Sunday and Virgin Wines are already seeing indications of promising results.
About Virgin Wines
Virgin Wines is an independently owned and run online wine retailer licensed to use the Virgin brand. Its range comprises over 500 boutique wines at any one time, with 90% exclusive to Virgin Wines.
Virgin Wines was established in 2000 under Richard Branson’s Virgin banner. Five years later, Virgin Wines was bought by Direct Wines to become a subsidiary company of theirs. In 2008, Jay Wright was appointed Managing Director, alongside his role as MD of Warehouse Wines and Averys of Bristol. In 2009, Warehouse Wines merged with Virgin Wines creating a unique, consumer focussed multi channel wine business with unparalleled online, offline and fulfilment expertise.
In November 2013, Mobeus Equity Partners and Connection Capital provided a combined debt and equity package of £15.9 million to support the management buy-out of the business from Direct Wines by CEO Jay Wright and CFO Graeme Weir. Chris Lawson joined the management team in 2016 as CMO. The company continues to go from strength to strength as an independent business focusing on developing a portfolio of outstanding, exclusive, hand crafted wines, its ground breaking WineBank scheme and its award winning customer service. In February 2017, Virgin Wines was named ‘Online Retailer of the Year’ at the Drinks Retailing Awards.