THE CHALLENGE
After an initial disappointing foray in the digital world with a
media partner, Lisbon-based wine merchant Garrafeira Nacional
was not willing to undergo a second Internet run unless a
fundamentally different approach was taken. Maxideia was chosen
to provide an all-new marketing strategy that would not only
deliver rapid ROI but also allow for sustained long-term online
growth.
MAXIDEIA'S PROPOSAL
Maxideia examined the project requirements and designed a
12-month communications plan combining Garrafeira Nacional's
time-honoured identity with advanced digital marketing and
e-commerce solutions. Doubling online sales after the first
month was a key primary goal.
PROJECT IMPLEMENTATION
Website and online store
At the crux of Maxideia's marketing plan was a storefront
website completely designed and developed from ground-up.
Portuguese and English language support was required from the
outset, with the ability for extra languages to be added in
later. Dozens of product categories and more than 3000 items (each
sporting multiple pictures) needed to be effectively handled,
managed and showcased to hundreds of visitors per day.
Scalability was also a major operational factor, especially
considering the project's long-term goals.
Maxideia set aside a robust hosting server for the Garrafeira
Nacional website, on which development of the entire e-shop
could take place. A clean, balanced design tinged in deep red
was chosen, favouring ease of navigation and fast add-to-cart
action, with Maxideia's proprietary B2C e-commerce plataform
providing the necessary features to enable quick, secure and
reliable online shopping.
Digital marketing
Once the online store had been set up, Maxideia deployed an
ongoing targeted e-marketing campaign. Promotional Flash banners
in dual Portuguese and English versions were created and
implemented on-site weekly and monthly for all special offers
and discounts made available by Garrafeira Nacional.
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Each offer was embedded in custom dynamic e-mail newsletters,
built and published automatically via Maxideia's proprietary
targeted marketing plataform. Besides a weekly promotional
selection, specific newsletters were also designed and deployed
for particular times of the year and Garrafeira Nacional special
events.
THE RESULT
Less than one month after the new e-shop site launch, online
sales doubled and maintained a steady growth over the following
months' ongoing marketing campaign. This in turn drove up the
volume of in-store sales due to the increased amount of new
patrons eager to visit Garrafeira Nacional's premises.
Today, the Garrafeira Nacional website is a notable hallmark of
the Portuguese premium vintage wine scene, having not only twice ranked as high as sixth in Alexa's liquor category,
but also claiming the coveted Merchant of the Year award by
Revista de Vinhos magazine — another measure of success that this
80-year-old fine wine merchant seeks to further build upon with Maxideia
as a key strategic marketing partner.
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