From Local Underdog to Nationwide Brand
Convive Wines, a local wine retailer in New York City, had always enjoyed plenty of passerby traffic and a loyal customer base in and around Manhattan. But then COVID-19 hit, and Convive’s revenue quickly plummeted.
Suddenly, Convive felt their lack of a digital presence badly – especially with apps like Instacart popping up to deliver wine straight to New Yorkers’ homes. To counter this, they mobilized quickly, offering online ordering with free delivery, and partnering with SharpSpring Ads for retargeting. Soon they were generating higher demand than ever and seeing unprecedented growth.
The COVID-19 pandemic forced many brick-and-mortar stores into temporary closures. Even if lockdown restrictions were not in place, consumers weren’t frequenting stores at a business as-usual pace. Any business that did not have a healthy digital presence to subsidize its retail operations faced a harsh reality that they may not meet their sales targets.
Pre-COVID, Convive Wines ran the majority of its business out of its retail location. Serving a niche customer base of budding beverage connoisseurs, they were particularly vulnerable to the lockdown’s effects. Fast forward to today: they have two delivery vans and a nationwide base of sophisticated wine drinkers.
Convive Wines realized they could not rely on brick-and mortar revenue alone. To come close to replacing those lost in-store sales, they’d have to compete with the apps that were delivering wine to people’s doors. However, they knew that their target audience still craved their insider knowledge and extensive expertise.
How did they not only survive lockdown but emerge stronger? By shifting sales to their online channel and accelerating their digital marketing. Convive Wines used SharpSpring Ads to retarget Manhattan shoppers with ultra-personalized content and experiences. With this successful strategy, they quickly scaled their audience and unlocked new revenue.
Convive Wines decided to launch online ordering with free delivery. This way, they could continue to provide their expert wine recommendations and sell their curated selection of fine varietals.