A Napa Valley staple since 1948, Trinchero Family Estates has over 50 acclaimed wine and spirit brands in their portfolio.
The Trinchero Friends and Family Sale started with a question. Is there a way to reward employees for helping bring their friends into the bi-annual wine event. It was a unique situation. The TFE warehouses were overstocked on some wines and vintages and we needed to make space for new inventory. It was a fun project because we not only had multiple labels to packaging and work with, but we hand multiple brands and therefore a unique branding opportunity.
E-Commerce Marketing Specialist
Initial Sale Target Goals
Subscribers in over 15 months
New Customers Transactions Tracked Referrals
New users in 15 months
Growth Rate Per Sale - Event
Online Order Value
Optimizing with the budget we had to work with we designed, tooled, implemented and tested a custom referral program within the Wine Direct system that would attribute individual referrals and sales back to the employee that made the referral.
We created a multi-cohort-segmentation strategy to observe the customer and referral growth overtime. On top of that, we created a creative email strategy to maximize purchases at key points within the month long sale.