Based in the heart of Sonoma’s Wine Country, popular wine retailer invino partnered with ShopSocially and increased its sales conversion rate by 133%. Invino embedded social commerce apps into its website and makes its site more social.
ShopSocially’s social media strategies resulted in impressive gains for invino:
- 3% of invino’s site visitors referred invino to its friends using Refer-a-Friend.
- 15.67% sales conversion rate for traffic originating from social referrals.
- 20.93% sales conversion rate for traffic originating from social sharing of purchases.
ShopSocially conducted a Webinar in which Tony Westfall, CEO at invino, unraveled the social media strategies they have adopted to achieve success. Through this social commerce strategy, invino increased its sales conversion rate, word-of-mouth recommendations and revenue growth while gaining deeper insights into their customer base.This is the presentation used for the invino Webinar.
To know more about how ShopSocially can help you in your social commerce initiatives, please visit ShopSocially.com or write to us at info@shopsocially.com.
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ShopSocially Webinar - How Wine Retailer invino Increased its Sales Conversion Rate by 133% using Social Media
1. How Wine Retailer invino is Getting a Social
Boost with an Innovative Strategy
@invino_buzz
@shopsocially
Tony Westfall,
Jai Rawat,
CEO, invino
@TonyWestfall
CEO, ShopSocially
@jairawat
Jan 28, 2014
1
3. Ask-a-Friend
Refer-a-Friend
• Comprehensive Social
Commerce Platform
• Started in 2010
• 150+ Brand name customers
• Focused on generating ROI
Get-a-Fan
Get-an-Email
Social Connect
Social Login
Social SEO
Share-and-Win
Share-a-Purchase
LinkShare
Technology Genius
Award
Most promising
private
companies 2013
Share-on-Mobile
Shopping Community
Product Stories
Featured in a
recent Social
Commerce
case study
Top Startup
Award
Viral Offer Sharing
Viral Flash Sale
3
4. Quick poll to understand
audience composition
What is your role?
1.E-Commerce Expert
(I carry out E-Commerce
strategy)
2.Social Media Marketing
Specialist
3.Boss
(I make decisions)
4.Geek
(I code)
5.Other
If you chose (2) and
haven’t tweeted about our
webinar yet, your vote will
be invalid!
4
5. • Original private sale shopping community for wine lovers
• Based in the heart of Sonoma’s Wine Country, invino sources
wine from around the globe
• Attractive pricing at up to 70% off suggested retail price
• Sales events launch daily, with wines available exclusively to
members for 72-96 hours on average; special offerings for the
very best customers
• Founded in 2009, invino has enjoyed stellar growth and is a
profitable business with several brand extensions including
inclub, Invino on ebay, winebcusa.com, America strong wine
club and burgeoning B2B business.
5
9. Off-Site Marketing Strategy
• Facebook & Twitter
– Mainly brand building and engagement
– Little direct selling
• Pinterest
- Thought it was a strong candidate
- One way communication does not work.
• Rev Share/CPA campaigns
- They work
- ROI monitored carefully.
9
12. ••
••
••
Users click on sidebar to see details of promotional offer
Users click on sidebar to see details of promotional offer
Only targeting users that are non-members
Only targeting users that are non-members
Helps sign-up new members while seamlessly creating a referral
Helps sign-up new members while seamlessly creating a referral
12
13. ••
••
••
Promotional offer shown inline; User do a Facebook Like to avail offer
Promotional offer shown inline; User do a Facebook Like to avail offer
Entire interaction happens on-site; User never leaves website
Entire interaction happens on-site; User never leaves website
Each Facebook Like of page induces word-of-mouth virality
Each Facebook Like of page induces word-of-mouth virality
13
14. ••
••
••
User signs up to avail the promotional offer
User signs up to avail the promotional offer
Users feel they ‘earned’ the offer; hence convert at a 5-7X higher rate
Users feel they ‘earned’ the offer; hence convert at a 5-7X higher rate
Acquires new customers
Acquires new customers
14
15. Don Sharpe
Don Sharpe shared a link.
2010 Chateau Les Roches de Ferrand
www.invino.com
AOC Fronsac, Bordeaux, France
90pts – WE | Gold Medalist | U.S. Exclusive
Referral post created on Facebook
•• Referral post created on Facebook
Brings in quality friends traffic
•• Brings in quality friends traffic
15
16. A/B Testing to Compare Campaign
Performance
••
••
••
Comparative evaluation of performance of two Refer-a-Friend offers
Comparative evaluation of performance of two Refer-a-Friend offers
Use of A/B Testing feature pre-built in ShopSocially platform
Use of A/B Testing feature pre-built in ShopSocially platform
Everybody loves a free bottle of wine!
Everybody loves a free bottle of wine!
16
17. Refer-a-Friend
Results
• Maximize social reach
•Word-of-mouth brand promotion via social referrals
via social referrals
• Increase SEO Rank
•3% of the visitors are referring invino to their friends
are referring
• Improve conversion invino to their friends
•15.67% sales conversion rate for traffic originating frombrand
• Drive sales conversion rate for traffic originating from social
word-of-mouth virality for social
referrals
referrals
•SEO Rank boost via social sharing actions and back-links
via social sharing actions and back-links
17
18. Share-a-Purchase
• Convert shoppers into brand ambassadors
• Acquire new customers via word-of-mouth
recommendations
• Create SEO friendly back-links
• Identify loyal customers and influencers
18
19. 2007 Ardente Estate Reserve Cab Sauv
I am discovering a lot of great wines with my
invino membership. Can’t wait to try this one.
At the end of purchase, reward customers for sharing their purchase
•• At the end of purchase, reward customers for sharing their purchase
Generates thousands of powerful brand endorsements
•• Generates thousands of powerful brand endorsements
19
20. ••
••
Shoppers connect with invino brand on Facebook
Shoppers connect with invino brand on Facebook
Rich social data of user shared with invino
Rich social data of user shared with invino
20
21. Don Sharpe
Home
Find Friends
Dan Sharpe
Don Sharpe shared a link.
I am discovering a lot of great wines with my invino membership. Can’t
wait to try this one.
Get $10 OFF at invino
Connect with us at tell your
Get $10 OFFand invino friends about
invino to with us Off tell your purchase.
Connect get $10 and your firstfriends about invino
to get $10 Off your first purchase.
Get $10 OFF at invino
invino.com
Connect with us and tell your friends about invino to get
$10 Off your first purchase.
invino.com
Purchases made viral through user’s Facebook post; Brings in quality social traffic
•• Purchases made viral through user’s Facebook post; Brings in quality social traffic
ShopSocially built an API interface for invino to aggregate all purchase shares and
•• ShopSocially built an API interface for invino to aggregate all purchase shares and
automatically credit user with $25 for social sharing
automatically credit user with $25 for social sharing
21
22. Don Sharpe
Home
Find Friends
Dan Sharpe
Don Sharpe shared a link.
I am discovering a lot of great wines with my invino membership. Can’t
wait to try this one.
Get $10 OFF at invino
Connect with us at tell your
Get $10 OFFand invino friends about A
E
invino to with us Off tell your purchase.
Connect get $10 and your firstfriends about invino
to get $10 Off your first purchase.
Get $10 OFF at invino
B
invino.com
Connect with us and tell your friends about invino to get
$10 Off your first purchase.
C
D
invino.com
Posts are optimized for driving traffic and SEO benefits
•• Posts are optimized for driving traffic and SEO benefits
Social actions enhances SEO Rank
•• Social actions enhances SEO Rank
22
23. ••
••
Generates deep insights into your customers social persona
Generates deep insights into your customers social persona
Increased accuracy of campaign targeting using these social insights
Increased accuracy of campaign targeting using these social insights
23
24. ••
••
Gather rich social profiles
Gather rich social profiles
Rich data includes birthday, # of friends, location, gender, etc.
Rich data includes birthday, # of friends, location, gender, etc.
24
25. Share-a-Purchase
• Convert shoppers into brand
Results
•Viral spread of invino brand through social sharing of
ambassadors
through social sharing of
purchases
purchases
• Acquire new customers via word-of-mouth
•20.93% sales conversion rate for traffic originating from social
sales conversion rate
recommendations for traffic originating from social
sharing of purchases
sharing of purchases
• Create SEO friendly backlinks
•Rich social profile data gathered (data available: name, email,
gathered (data available: name, email,
• Identify loyal customers and more)
birthday, gender, geo location, user interests and more)
birthday, gender, geo location, user interests and influencers
25
27. Shoppers comments while sharing the purchases are collated on website
•• Shoppers comments while sharing the purchases are collated on website
Social Testimonials showcased as social proof
•• Social Testimonials showcased as social proof
27
28. Product Stories
• Add social proof
• Increase sales conversion
• Improve SEO rank
28
29. Show social testimonials on the product page itself – adding social proof at
•• Show social testimonials on the product page itself – adding social proof at
the point of purchase
the point of purchase
29
30. ••
••
Enhance user engagement
Enhance user engagement
Increases sales conversion using social media influence
Increases sales conversion using social media influence
30
31. Product Stories
Results
• Add social proof
•Social proof driving conversions uplift
• Increase sales conversion
•Increased user engagement on product page
• Improve SEO rank
•Improvement in SEO rank
31
32. Summing Up the Benefits of On-Site
Social Strategy
Refer-a-Friend
Acquire New Customers
Acquire New Customers
Viral Spread of Brand
Viral Spread of Brand
Share-a-Purchase
Shopping Community
Increase Sales
Increase Sales
Conversions
Conversions
Generate Rich
Generate Rich
Social Insights
Social Insights
Word-of-Mouth Virality
Word-of-Mouth Virality
Product Stories
Social Proof
Social Proof
32
33. Summing Up the Numbers for On-Site
Social Strategy
Sales conversion rate for Refer-a-Friend
13.60%
Sales conversion rate for Share-a-Purchase
17.19%
Overall increase in sales conversion rate due to
onsite social media modules
133%
33
34. More Apps in Offing – Share-on-Mobile
Share a photo of your favourite wine
and write a small story (25 words) about
it. The story with most Facebook Likes
wins $1000
Kay Lantow
This was a real surprise – deep color and
flavor, minimal tannins, excellent
••
••
••
Captures customer delight at the moment of product delivery
Captures customer delight at the moment of product delivery
Generates valuable social testimonials on mobile
Generates valuable social testimonials on mobile
Creates social proof
Creates social proof
34
36. Special Offer for today’s attendees
ssfreecab
Mention the code above to get one free bottle of wine from
invino
rob@ShopSocially.com
jai@ShopSocially.com
http://shopsocially.com
+1 650 701 7759
36
37. Shopping Community
Results
• Increase engagement
•Increased engagement of user on invino website
user
• Boost conversionofrateon invino website
•SEO Rank uplift via user generated social content
via via social discovery
• Improve AOV user generated social content
•Social discovery of products leading to increased
leading to increased
• Increase SEO Rank via user
conversions
conversions
generated content
37