USA: wine.com to Deliver One-to-One eMarketing Campaigns
Dedicated to providing customized, strategic counsel for customer eMarketing life cycle programs, Strategic Services developed wine.com's personalized campaigns by implementing one-to-one data mining programs. Through rigorous analysis of these programs, the Strategic Services Group determined the most effective method of personalization for wine.com, generating a 33% increase in click-through rates.
"Working with Digital Impact as an extension of our marketing team has proven effective in driving sales and building strong one-to-one relationships with our valued customers," said Bill Newlands, CEO of wine.com. "Digital Impact's Strategic Services Group effectively met our customers' needs by combining their proprietary data mining and market basket models with our customers behavior-based and self-reported preferences to build unique email offers. As a result of this precise eMarketing, our e-commerce revenue grew significantly."
Wine.com's one-to-one offers are dynamically generated using proven marketing models to analyze actual customer behavior. The first model, Precise Preference(TM), considers which products a customer has purchased to determine what might be an appealing offer in the future. A second marketing model, Market Basket, examines which products are usually purchased together. Based on these complementary product combinations, Digital Impact can then make educated recommendations tailored to the customer. In addition, Digital Impact has developed a Subscription Management and Profile (SMP) page to allow wine.com's customers to self-report preferences, further optimizing personalization.
"Combining science with established eMarketing practices continues to be the most successful way for our clients to reach their customers, acquire new customers and build strong marketing relationships," said William Park, chief executive officer and chairman of Digital Impact. "Wine.com's results demonstrate the power of online direct marketing through the combination of behavior-based data mining, expert testing and in-depth analysis. This heightened level of personalization truly narrows the gap between guessing and knowing."
Founded in 1994, wine.com was the first wine merchant on the Web and a pioneer in electronic commerce. The company's global portal site, www.wine.com, features a hand-selected, ever-growing selection of American and international wines and wine-related gifts and accessories for customers worldwide. The company makes wine buying easy and fun with detailed wine information, its proprietary wine tasting chart and expert advice from its professional wine team led by two Master Sommeliers. Each wine listed on the site is tasted and selected by wine.com's team of professional wine experts and is 100% guaranteed. Wine.com's "Featured Wineries" gives consumers access to exclusive wines from such leading wine brands as Niebaum-Coppola, Kendall-Jackson, Sterling Vineyards and Domaine Chandon. Wine.com is able to ship wine through a legally compliant network of wholesalers and retailers to more than 90% of the United States, as well as Asia and Europe. Wine.com is privately held and is headquartered in Napa with an office in Fremont, California.
About Digital Impact
Digital Impact, Inc. offers Internet direct marketing, or eMarketing, services to businesses that wish to communicate more effectively online with their customers through email. Digital Impact combines proprietary technologies, rigorous business processes and expertise developed over thousands of email campaigns to provide a comprehensive, outsourced eMarketing solution. The services Digital Impact provides are designed to maximize its clients' return on their marketing investment through focus on customer retention, loyalty and acquisition programs. Digital Impact is a member of the TRUSTe Privacy Program and works only with companies that are advocates of strict consumer privacy guidelines. Currently, the company works with over 120 clients, including Dell Computer Corporation, Egghead.com, Inc., Hewlett-Packard, Macy's, Mastercard, Preview Travel and The Sharper Image. Founded in 1997, Digital Impact is headquartered in San Mateo, California, with East Coast offices in New York City.
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