Majestic ramps up personalisation

Majestic-ramps up personalisationMajestic Wine is boosting its online personalisation strategy as it seeks to replicate the in-store experience and increase customer satisfaction and loyalty.
As part of Majestic Wine’s wider omnichannel strategy, the company has expanded its use of SDL technology.
As part of the move it will use SDL Campaigns to segment its customer database and take advantage of data provided by customers such as their product preference, location or local store stock, and then deliver relevant offers through their preferred channel and device.
The technology syncs and integrates with Majestic Wine’s ecommerce product catalogue and customer data to give shoppers personalised experiences, unique selections of offers or compelling promotions, like free tastings, based on the geo-location of customers.
With smarter merchandising, the company is able to take what it knows about its customers, blend it with product and business data, and offer the shopper the most relevant wines and best-performing campaigns to drive conversion rates and sales.
Majestic Wine ecommerce director Richard Weaver said: “This technology is helping us to raise the bar in such a competitive market. We believe relevancy and personalisation is the key to rising to the omnichannel challenge. We want to offer the best possible customer experience in-store and online and working with SDL allows us to step up to this challenge.”
Weaver cites sparkling English wine, which is popular at the moment, as an example. Because of the integration between its website, stock system and SDL eCommerce, Majestic is able to offer customers in Tenterden a broader range of wines from the local Chapel Down winery than it offers nationally, because that is what is in stock locally.
“This means we avoid something retailers dread – customer ‘out of stock’ disappointment,” added Weaver. “It also helps us to further showcase the in-depth knowledge we have of the wines we sell by providing the right product to the right customer at the right time online.”
Earlier this year Majestic Wine appointed Indicia as its CRM agency following a competitive pitch, bringing the curtain down on a 12-year relationship with Haygarth.

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2 Comments on "Majestic ramps up personalisation"

  1. Want to know about @majesticwine ratcheting up its online personalisation strategy to drive #CX? @DM_editor reports http://t.co/YxlfEbg6nZ

  2. Majestic ramps up personalisation – DecisionMarketing http://t.co/ELeHCm2yYL

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