BELUGA GROUP has analyzed the changes in consumers’ buying activity based on the results of the World Shopping Day online campaign, which took place from November 10 to 13 in the in-house retail chain. Since WineLab keeps focusing on development of the e-commerce channel and digital marketing tools, the period of New Year sales started in early November with the online campaign “11.11. World Shopping Day”.
The number of orders made within the campaign increased four times compared to the same period last year. More than 10,000 online orders were given to customers per day. Traffic almost tripled over the period, and on November 11 it increased more than fivefold.
Most of the demand grew for wines: sales of sparkling wines in value increased by three and a half times, and of still wines by four times. Growth also occurred in the category of spirits, doubling last year's figure for the period. The most significant dynamics took place in the categories of brandy, gin and rum. The drivers are Familia Torres and Golubitskoe Estate still wines, as well as Montelvini sparkling wines in the category of wine, and Beluga vodka, Torres brandy, and Barceló rum in spirits. In monetary terms, sales of BELUGA GROUP in-house brands increased three and a half times, and of the group’s imported products — four times.
The campaign took place online via the click & collect system: buyers could order products through the chain’s website or mobile application and pick them up at the nearest store. This has become even more convenient as the number of outlets exceeded 1,280 in November. Besides, participants of the new WinClub points-based loyalty program, in addition to promotional discounts, could redeem points, which made purchases even more profitable. As a result, the share of online orders made during the campaign approached 10% of total sales.
The chain will continue the New Year's sales with the Black Friday promotion, which will be held from November 24 to 27 in all WineLab stores, on the website and in the application.