Arterra Wines
Arterra Wines had big ambitions, they wanted to drive growth and relevance through innovation; turbo charge leading brands: grow their direct-to-consumer sales; and leverage third-party retail channels across Canada including the LCBO, SAQ and various Grocery chains.
To achieve this, we proposed an Omni Channel approach that connected their retail stores (Wine Rack), microsites (Wine Rack, Inniskillin, Jackson Triggs and more) and their 32 estate experiences with a net new loyalty program leveraging data at every touchpoint.
Pop and Pour Rewards
Pop and Pour Rewards was a new loyalty program that connected Arterra’s major brands. Customers could collect rewards on any Arterra wine and redeem them for exclusives, gifts, experiences and incentives. Arterra could build deeper connections with customers, collect customers’ data and drive D2C sales.
Unifying the customer experience
Second, we unified their major brand websites under a single login, simplifying the customer experience. We could leverage more established brands to grow Pop + Pour Rewards. In addition, by geotargeting, personalizing and regionalizing content, Arterra could leverage local wine trends and associate expertise.
Rewarding experiences
This differentiated the customer experiences, as they were rewarded for every interaction with any Arterra brand. Arterra could leverage digital innovation, integrate online and offline shopping and drive DTC sales.
My Role
As Creative Director, I collaborated closely with the Director of Customer Experience and Creative Directors of Brand and Enviro to bring this concept to life. I oversaw the UX and digital creative concepts. It demonstrates my depth of understanding of customer data, loyalty and how digital solutions can unify seemingly disparate customer experiences.
The Team
Director, Customer Experience: Kevin Hisko
Creative Direction, Digital: Bronwyn Anderson
Creative Direction, Brand: Ocean Ronald
Creative Direction Enviro: Cristiano Cartolano
Senior Art Director: Lora Leclair
Writer: Andy Lyberopoulos
Senior Leadership Advisor: Stefan Read