McWilliam’s Wines Approach to Multi-Channel Engagement

McWilliam’s Wines Approach to Multi-Channel Engagement

The emergence of the digital customer has emphasised the need for retailers and brands to adopt multi-channel engagement strategies.

Relying on traditional methods of engagement is no longer enough and brands must adapt and think about how to communicate with their customers through different channels, or risk getting left behind.

Over the last 12 months McWilliam’s Wines has embraced multi-channel engagement, launching some of the first responsive websites in the wine industry globally.

Taking out the title of the Best Wine Website/App in 2013 by the Wine Communicators of Australia, the McWilliams’s brand optimised the experience for their customers through the use of online, social and mobile tools.

According to Chris Maloney, Digital Marketing Director at McWilliams Wines, the emergence of the digital customer emphasises the need for their cellar doors to embrace e-commerce.

“Consumers now expect to be able to access and purchase our wines online, often without staff interaction. This has also changed the way we need to identify our most valued members, but looking at sales across multiple channels, offline and online,” Chris said.

A big part of McWilliams’s multi-channel engagement strategy also relies on listening and actively engaging with customers through social media channels to amplify and engage positive commentary and address anything negatively quickly.

The company recently implemented a social listening program, which according to Chris Maloney, has proved extremely valuable in terms of helping the brand learn more about their customers, as well as optimising experience.

“We have been able to identify consumers who are visiting our cellar doors through social listening, and give them a wow experience when they arrive which they amplify. We are also able to share positive social stories with our trade partners particularly when consumers are talking about exclusive ranges,” he said.

Read more about how McWilliams’s Wines is approaching multi-channel engagement in Chris’ article McWilliams’s Wines 5 step approach to a successful multi-channel strategy.

Join Chris Maloney at Omni-Channel Retailing taking place at MAD Week 2014 to learn more about engaging the digital customer across multiple channels.

Download the official MAD Week agenda here or register for Omni-Channel Retailing here

Please login with linkedin to comment

Amplifi Jingles Spectrum

Latest News

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]