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Author
Leao Garcia de Faria, Miguel Marin
Puiggròs Vega, Albert
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Abstract
Young consumers have been, and have been, ignored by wine companies for a long time. This has left unsatisfied the needs and desires of a market segment; Focusing exclusively on this market segment, bwin's services and branding have been designed to meet the requirements of a wine consumer who does not resemble the traditional image we all have.
Bwine aims to provide consumers with the opportunity to learn first hand, through a careful selection of wines tailored to the individual tastes and preferences of each of our members. We focus on pairing each subscriber with a good value wine that they would not have dared to try. In addition, we have moved away from the traditional approach of wine tasting notes, and instead focused on offering interactive content through what we have called “knowledge pills”.
As a customer-centric company, we have designed our CRM with the goal of making it as accessible as possible. Our members will be able to communicate with us through our application, website and social media, media profiles. Through these, we will also engage with our audience, publishing quality content. this will start a conversation and arouse the interest of consumers.
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